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The convenience of a smart speaker is appealing to consumers. “Marketing is all about convenience, enjoyment and fun, so it is not a surprise that it sells”, according to Stamhuis. However, there is a downside to the enjoyment and fun of the speaker. “You can link the speaker to other devices in your home like the thermostat or the lightning circuit”, explains Stamhuis. “You let something into your house that can and does continuously register your behaviour. Even your conversations are edited and saved with voice recognition software”, the Professor says.

Bug?

The speaker not only registers these data, but it also transfers them to Google, Apple and Amazon, the providers of the speakers. The collection of user data by big tech companies happens all the time, but the smart speaker does this in a much more intense way. “A smartphone you turn on and off. You navigate to websites or platforms”, Stamhuis points out. “A smart speaker, however, is programmed to be constantly active in your home. So it gets very personal.”

Microtargeting

Stamhuis stresses that the providers intend the involvement of the personal element. “They want to be aware of your behaviour in your home. That is interesting for profiling,  a way in which these companies can sell and make more money off this data.” Subsequently, the collected data is used to create user profiles. “For example, you are an early bird or order certain groceries”, states Stamhuis. The profiles are worth money and are being sold to commercial parties that can send personalised ads to these users. “That is called microtargeting: ads specifically focused on you”, explains Stamhuis.

Lack of balance

According to Stamhuis, the biggest problem is the complete lack of insight into the use of the profiles. “We do not know anything of these profiles. We do not get access and do not know how they are being used. Meanwhile, the companies know everything about us. The knowledge is not equally distributed between the companies and us.” Moreover, it is unclear which data is interesting for tech companies to collect. The Professor explains that a selection is made after gathering all the information. “It is the default that the speaker is always on”, states Stamhuis. “You can, therefore, assume that they save everything.”

Influence

Stamhuis also stresses two other points. “These three providers have a lot of power over the companies that you contact when you are ordering a pizza or when you are looking for a restaurant. Your choice is limited to your speaker’s suggestions.” Therefore, companies have to pay a lot of money to reach their potential customers. “This way, tech companies influence your freedom of choice in your neighbourhood or city”, explains Stamhuis. “Finally, when your pizza is delivered, people often forget that the deliverer is also a human being”, adds Stamhuis. “The customer goes inside to thank the speaker. Meanwhile, the deliverer is treated as an extension of the device.”

Solutions?

Who, nevertheless, wants to get a smart speaker can take action to limit the data collection. “Check if there is a possibility to turn the device off if you do not use it”, advises Stamhuis. “Unplug it or let the battery run out and do not charge it. You have multiple rights and protections according to the general data protection regulation. But it starts with not allowing the distribution of your data. Take your rights seriously!”

The Professor understands that these solutions render the smart speakers less appealing. “The providers have created a smart business model. The speaker has to be permanently on to us it”, stresses Stamhuis. “Subsequently, they make it friendlier by giving it a name. It becomes a roommate.” Only in this case it seems that looks are indeed deceiving.