The rise of artificial intelligence (AI) can’t be doubted — the popularity of robotics has spread through retail, hospitality and now into our homes. Scenes from Spielberg’s 2001 sci-fi blockbuster ‘A.I’ no longer seem a world away, and with recent gadgets such as the Amazon Echo, the technology is now affordable, shifting our interaction with AI from a novelty, to a part of everyday life.

Alas, with the ability to control music selection, request news updates and boil the kettle hands-free, it would be naïve to think there are no concerns around privacy while using devices like the Amazon Echo (otherwise known as Alexa) in your home.

So is Alexa’s constant eavesdropping an infringement on privacy, or is this a minor price to pay for the convenience? In this blog two Whiteoaks Echo owners explore both sides of the coin.

Bekki
Alexa came into my life around Christmas time last year and I have never looked back. Whilst I’m aware of the concerns around ‘always listening’ devices such as the Echo and Google Home, I place greater value on the convenience this brings me over the potential embarrassment of having my private conversations leaked or snooped on.

The conversations that Alexa is privy to in my home largely consist of daily chit-chat and whatever is on the TV, therefore should Amazon’s servers be hacked, or in fact the device itself fall victim to cyber criminals, then I don’t believe there to be anything of value at stake. I can understand reservations businesses may have around confidential information or sensitive topics being discussed, but this is easily controllable by holding down the microphone button to temporarily restrict Alexa’s ability to listen or by simply unplugging it at the wall.

I actually find it quite reassuring to know that Alexa is constantly collecting data. For example, Alexa’s data collection may prove incredibly helpful in Arkansas where police are turning to Amazon for access to data from conversations the Echo may have overheard during a murder. To me this is a win-win scenario. If Amazon does oblige, then data is being used to get justice when it’s needed, and if the request is denied then Amazon’s commitments to customer privacy is explicitly demonstrated.

Scott
It’s fair to say my concerns around Alexa, and voice assistants in general, are linked to cybersecurity and snooping in a wider sense. However, I feel the in-home, ‘always listening’ concept brings a much more intimate aspect to the situation, almost as if I’m leaving the curtains open for my whole neighbourhood to watch every move I make.

The data-breach dangers are obvious, and of course I’m under the same threat of phishing and theft as I would be if somebody stole my online account details from Amazon. Although with Alexa, I wonder about the additional data she collects about my interactions with her (it?), such as my requests for details about certain locations or activities, which give her a much more personal insight into my life.

Alongside the data generated from when I do address Alexa, what about when I don’t? Voice assistants MUST listen even before they hear a ‘wake’ word, it’s built in to the technology, so it’s not a stretch to imagine criminals can develop wire-taps, essentially transforming a novel gadget into a covert ‘bug’.

To finish, I’d also like to make the point that HAL from Stanley Kubrick’s ‘2001: A Space Odyssey’ could have eliminated all of the astronauts aboard Discovery One without fail, had he been equipped with all the data that Alexa can generate.

What do you think about the role of voice-assistants in your life? Does the trade-off between convenience and risk deter you, or is it the standard in today’s connected world?

12 January 2017 The Whiteoaks Consultancy has announced the appointment of Andrew Marsden as a Non-Executive Director to help drive business growth in 2017 and beyond.

Marsden’s varied and high-profile marketing career has included senior positions with major brand owners Unilever, HP Foods, Freudenberg Vileda and Britvic Soft Drinks.

He is currently Chairman of the Hofmeister Brewing Company and a Non-Executive Director of MMT Digital. He has previously held directorships at a range of marketing and communications businesses, including as a Non-Executive Director of Weber Shandwick.

Alongside this, Marsden has a significant record of professional and industry and is a former Chairman of the Institute of Promotional Marketing and Chairman of the Advertising Standards Authority Code Review, having also served on the Governmental Advisory Committee on Advertising.

He joins James Kelliher (Chief Executive Officer), Suzanne Griffiths (Managing Director) and Hayley Goff (Client Services Director) on Whiteoaks’ four-strong board.

Marsden, a former President of the Marketing Society and Master of the Worshipful Company of Marketors, says: “I am delighted to take up this role. I have known Whiteoaks for a number of years and have been impressed by their knowledge, professionalism and commitment to demonstrating real return on investment. I look forward to working with the team in this exciting period for the company.”

CEO James Kelliher adds: “Appointing a person of Andrew’s experience, calibre and profile is testament to the potential he sees in the growth and development of Whiteoaks. Suzanne, Hayley and I very much look forward to working with Andrew and believe he will bring significant value to the business.”

Marsden took up his new role on 1st January.

19 October 2016 The Whiteoaks Consultancy has further bolstered its international expertise by partnering with leading Australian PR agency Zadro.

Headquartered in Sydney, Zadro specialises in integrated communications across PR, digital, creative design and wider marketing activities. The agency operates in a range of markets representing innovative clients including HP, VMWare, Ricoh, Lumi, Opmetrix and Asia Pacific’s largest business technology event CeBIT Australia.

This latest addition to the Whiteoaks International Network further bolsters the services on offer for clients looking to branch out into new regions. Zadro’s reach covers Australia, New Zealand and Asia-Pacific.

Whiteoaks will provide Zadro with important resources in the UK market, along with access to the Whiteoaks International Network of partners in Europe, the US, the Middle East and Africa.

James Kelliher, CEO at Whiteoaks, said: “Clients looking to break into new geographies need the support of trusted partners that understand local markets, cultural sensitivities and have long established key contacts.

“That is why we are delighted to enter this agreement with Zadro. From our experience of working with them on key accounts, we know the experience, passion and expertise they will bring to our already comprehensive list of international partners.”

Felicity Zadro, founder and managing director of Zadro, said: “This is an important step for Zadro in offering truly international services for our clients. We are confident that this will be a hugely successful partnership and look forward to securing great results for our clients.”

About Zadro

Zadro is a recognised and award winning integrated strategic communications agency. Zadro’s unique blend of strategy, creativity and integrated communication delivers exceptional measurable results across public relations, marketing, digital and social media, design, internal communications and customer insights programs.

Zadro’s own strategy development process COMM*BAT™ articulates a brand’s unique offering and develops powerful roadmaps for success for companies in technology, meetings and events, tourism, association and health sectors. Zadro was founded in 2007, is based in Surry Hills, NSW and works with clients across Australia, NZ and the Asia-Pacific region.