Samsung Heeds Stuttering Community’s Call, Revamps AI Speech App Ad
In a victory for the stuttering community, Samsung has considerably revised its advertising campaign for its Impulse app, an AI-powered tool designed to improve speech. The changes come after months of criticism from speech therapists, advocacy groups, and individuals who stutter, who argued that the original messaging perpetuated harmful stereotypes and stigmatized stuttering.
The controversy began in November when the University of Iowa’s director of the stuttering lab, naomi Rodgers, publicly criticized the app’s marketing. “I disagreed with the messaging of the app; that it somehow fixes stuttering,” Rodgers stated.The issue resonated deeply with the stuttering community, prompting the Stuttering Foundation, a leading non-profit institution dedicated to supporting individuals who stutter, to join the chorus of dissent. They, along with other advocacy groups, expressed concern that the app’s portrayal of stuttering as a problem to be “fixed” could reinforce negative societal perceptions and discourage individuals from embracing their unique way of speaking.
SPACE, a global stuttering advocacy nonprofit, took a especially strong stance, penning an open letter to Samsung and Cheil, the advertising agency behind the campaign.The letter highlighted the harmful implications of the ad’s messaging, arguing that it “perpetuates the myth that stuttering is a disorder that needs to be cured.”
The collective outcry proved effective. in a statement released recently, SPACE celebrated the notable changes made to the Impulse ad. “The voices of people who stutter have been heard. Thanks to the collective power of advocates, allies, and organizations around the world, Samsung and Cheil have made significant changes to their Impulse ad, removing harmful and stigmatizing elements,” the statement read.
This unprecedented shift, SPACE noted, demonstrates the power of collective action and the importance of amplifying the voices of marginalized communities.Understanding the Impact of language
The controversy surrounding the Samsung Impulse app highlights the profound impact that language can have on shaping perceptions and influencing societal attitudes.
For individuals who stutter, the way stuttering is portrayed in media and advertising can significantly affect their self-esteem and sense of belonging. When stuttering is framed as a problem to be “fixed,” it reinforces the idea that there is something inherently wrong with the way they speak. This can lead to feelings of shame, isolation, and anxiety.
Conversely, when stuttering is presented in a positive and accepting light, it can empower individuals who stutter to embrace their unique way of speaking and challenge societal stereotypes.
Moving Forward: A Call for Inclusive Language
The Samsung case serves as a valuable lesson for all companies and organizations that create content for public consumption. It underscores the need for careful consideration of the language used in advertising and marketing materials,particularly when it comes to sensitive topics like disability.
here are some key takeaways for creating more inclusive and respectful messaging:
Avoid language that frames stuttering as a problem to be “fixed.” Instead, focus on the strengths and abilities of individuals who stutter.
Use person-first language. Such as, say “person who stutters” rather than “stutterer.” This emphasizes the individual’s humanity and avoids reducing them to their speech pattern. Represent the diversity of the stuttering community. Not all people who stutter experience it in the same way.Showcase the range of experiences and perspectives within the community.
Consult with individuals who stutter and disability advocates. Seek their input and feedback throughout the creative process to ensure that your messaging is accurate, respectful, and empowering.
By embracing these principles, companies can create advertising campaigns that are not only effective but also contribute to a more inclusive and understanding society.
Samsung Adjusts Course: How AI Tech Can Promote Inclusivity
Time.news Editor: We’re seeing a shift in how tech companies handle diversity adn inclusion in their advertising. Samsung recently made significant changes to their AI speech app ad, “Impulse,” following criticism from the stuttering community. Can you elaborate on this case and its implications?
Futurist & Disability Advocate: absolutely.This is a significant win for the stuttering community,showcasing the power of collective action and advocacy. The original ad campaign for “Impulse” sparked controversy because it framed stuttering as a problem to be “fixed” by the AI. This perpetuates harmful stereotypes and ignores the lived experiences of millions of people who stutter.
time.news Editor: So, what were the specific changes Samsung made?
Futurist & disability Advocate: Samsung listened to the concerns raised by organizations like SPACE [[2]] and individual advocates. They removed the messaging that implied stuttering needed to be ”fixed.” The updated advert now focuses on the potential benefits of the app for improving interaction clarity for all users, nonetheless of whether they stutter.
Time.news Editor: What broader lessons can other tech companies learn from this situation?
Futurist & Disability Advocate: This case underscores the importance of inclusive design and responsible AI growth.
Firstly, companies need to engage with disability communities directly throughout the entire product development process. This includes seeking input on language, marketing messages, and even the functionality of the product itself.
Secondly, it’s crucial to avoid language that reinforces harmful stereotypes about disability. Rather of framing disability as something to be overcome,we need to focus on creating technology that is accessible and empowering for everyone.
companies must be willing to listen to criticism and make changes when necessary. Samsung’s willingness to listen to the concerns raised about their AI speech app demonstrates a commitment to creating technology that is ethical and inclusive.
Time.news Editor: What are some practical tips for tech companies looking to improve their representation and inclusivity in their products and advertising?
Futurist & Disability Advocate:
Here are a few suggestions:
Conduct diversity audits: This applies to your workforce, your user base, and your product design. Identifying areas where you’re lacking representation is the first step to making positive changes.
Use person-first language: Always prioritize language that respects the individual. Such as,say “person who uses a wheelchair” instead of “wheelchair-bound person.”
Consult with disability advocates and experts: Seek their insights on everything from product design to marketing materials.
Be clear about your efforts: Share your progress on diversity and inclusion initiatives with your employees, customers, and the public. This shows that you’re committed to making a real difference.
By taking these steps,tech companies can create products and advertising that are not only innovative but also inclusive and empowering for everyone.