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Short abstract:

This paper discusses how (non-)users define 'good' interaction with voice assistants based on an empirical qualitative analysis. It draws on different registers of value and indicates how VAs, as digital technology, and valuation strategies shape each other.

Long abstract:

Smart technology and artificial intelligence have become increasingly prevalent in our daily lives. Voice assistants (VAs) have entered our private households, offering time- and effort-saving benefits. However, attitudes and behaviors towards VAs remain contradictory among users and non-users. This research work employs actor-network-theory (ANT) (Michael 2017, Law 2008) and takes a symmetrical approach by focusing on both non-human actors, such as voice assistants, and human actors, including (non-)users. To gain deeper insights into the practices and relationships between VAs and (non-)users, the author conducted a qualitative analysis that combined card-based group discussions (Felt et al. 2018), and problem-centered interviews (Lueger 2010). The findings indicate that participants’ practices of appropriation and resistance are primarily based on classification and valuation strategies. The way in which (non-)users perceive and give meaning to these relationships is normative, based on their definition of ‘good’ interactions. This research shows how participants justify their definition, by drawing on different registers of value in the sense of valuing as practice (Heuts & Mol 2013). Additionally, participants construct and negotiate responsibility around the values that define ‘good’ interaction with voice assistants. Finally, the findings indicate how VAs, as digital technology, and valuation strategies, shape each other. This contribution adds to ongoing discussions in the field of STS and valuation studies.