A recent survey by British media regulator Ofcom has indicated a growing desire for stronger internet regulation. As people become attuned to the pitfalls of continued connectivity, they are looking to the app and tech businesses themselves for better self-regulation.

Google’s voice assistant ad shows children calling for help from their moms, celebrating them as the original 'voice-activated' assistants. While parents appreciate help from digital devices in raising their kids, they’re also wary of the negative effects this technology might have.

As more and more people worldwide use virtual assistants such as Siri and Alexa, both within homes and on the go, it’s becoming increasingly important for brands to consider how these AIs respond with their ‘voices’. What should they sound like, and what kind of tone should they take with users?

Voice recognition tech is becoming increasingly advanced, leading more people to use it in their everyday lives; the virtual assistant market is set to be worth $3.07 billion by 2020, and Amazon expects to sell ten million Echo devices in 2017 alone. But do people really want to chat to their devices?