Nearly all AI assistants today have an associated persona. Devices and their makers have come under scrutinyfor the fact that the majority have feminine names and default to female voices. While motives for pushing a persona can be myriad, two are likely significant. Firstly, developers may believe that personas will make assistants more ‘natural’ and easy to use. Secondly, a persona may advance the impression that the technology has achieved human-level intelligence or something very close to it.