Interactions made with Google Assistant are often abusive. Harmful, aggressive and harassing phrases, hate speech and sexual slurs appear, most of which are directed at the female voice of the Assistant.

Challenge: Previously, the assistant deflected the question by saying they hadn’t understood, but now abusive and inappropriate interactions have a response that presents limits. For example: “Please don’t talk to me like that.” The challenge was to communicate this action through an animated movie.

Solution: In partnership with the SOKO agency, we created an animated film to raise awareness, from the storyboard to the animation of the scenes, about the abusive and inappropriate treatment of the Google Assistant and what measures Google has taken to promote change in this type of behavior.