{"id":78375,"date":"2025-09-24T00:33:30","date_gmt":"2025-09-24T04:33:30","guid":{"rendered":"https:\/\/world.edu\/?p=78375"},"modified":"2025-09-24T00:33:30","modified_gmt":"2025-09-24T04:33:30","slug":"diella-albanias-first-artificial-minister-the-trap-of-feminizing-ai","status":"publish","type":"post","link":"https:\/\/world.edu\/diella-albanias-first-artificial-minister-the-trap-of-feminizing-ai\/","title":{"rendered":"Diella, Albania&#8217;s first artificial minister: the trap of feminizing AI"},"content":{"rendered":"<p><strong><span dir=\"auto\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-78376\" src=\"https:\/\/world.edu\/wp-content\/uploads\/2025\/09\/Diella.jpg\" alt=\"\" width=\"680\" height=\"410\" srcset=\"https:\/\/world.edu\/wp-content\/uploads\/2025\/09\/Diella.jpg 680w, https:\/\/world.edu\/wp-content\/uploads\/2025\/09\/Diella-250x151.jpg 250w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/><\/span><\/strong><\/p>\n<p><strong><span dir=\"auto\">For the first time in history, artificial intelligence has entered a government in Albania. Beyond questions about the role of AI in public decision-making, Diella&#8217;s appointment as minister responsible for public procurement raises questions about the almost systematic feminization of AI avatars. This deceptive practice, which perpetuates gender stereotypes, perpetuates the objectification of women and facilitates manipulation.<\/span><\/strong><\/p>\n<hr \/>\n<p><span dir=\"auto\">The Albanian government has surprised everyone by appointing\u00a0<\/span><a href=\"https:\/\/www.science-et-vie.com\/technos-et-futur\/lalbanie-vient-de-nommer-son-nouveau-ministre-anti-corruption-et-cest-une-ia-211875.html\"><span dir=\"auto\">Diella, an artificial intelligence (AI), as Minister of Public Procurement<\/span><\/a><span dir=\"auto\">\u00a0. Presented as an asset in the fight against corruption, Diella would be responsible for analyzing tenders, identifying conflicts of interest, and ensuring the impartiality of public decisions.<\/span><\/p>\n<p><span dir=\"auto\">This unprecedented initiative marks a historic milestone. For the first time, an AI has officially entered a government, in this case, in the guise of a female digital avatar. But beyond the media hype and the ethical questions this appointment may raise\u2014can we really govern with an AI?\u2014it raises fundamental questions about the almost systematic feminization of AI agents.<\/span><\/p>\n<p><span dir=\"auto\">Why is Diella an artificial woman? And what are the implications of this feminization of AI?<\/span><\/p>\n<h4><strong><span dir=\"auto\">Diella: a problematic case study<\/span><\/strong><\/h4>\n<p><span dir=\"auto\">AI has already been used as a tool of governance. Some cities, for example, use\u00a0<\/span><a href=\"https:\/\/www.axios.com\/local\/kansas-city\/2025\/07\/31\/kansas-city-311-ai-data-bloomberg\"><span dir=\"auto\">algorithms<\/span><\/a><span dir=\"auto\">\u00a0to optimize\u00a0<\/span><a href=\"https:\/\/sanjosespotlight.com\/san-jose-uses-ai-to-streamline-government\/\"><span dir=\"auto\">transportation<\/span><\/a><span dir=\"auto\">\u00a0or detect\u00a0<\/span><a href=\"https:\/\/www.scmp.com\/news\/china\/politics\/article\/3302580\/chinese-local-governments-turn-deepseeks-ai-identify-suspected-corruption-cases\"><span dir=\"auto\">fraud<\/span><\/a><span dir=\"auto\">\u00a0. But by appointing an AI minister, Albania is taking a major symbolic step: more than a tool, she becomes a public female figure, meant to embody values \u200b\u200bof transparency and justice.<\/span><\/p>\n<p><span dir=\"auto\">The promise is seductive: even if an AI can reproduce or amplify the biases of those who programmed it, a machine cannot, in theory, accept bribes or favor relatives. It appears to offer a guarantee of impartiality in a country where\u00a0<\/span><a href=\"https:\/\/www.lemonde.fr\/international\/article\/2024\/12\/24\/en-albanie-de-spectaculaires-purges-anticorruption-dans-la-magistrature_6465515_3210.html\"><span dir=\"auto\">corruption scandals<\/span><\/a><span dir=\"auto\">\u00a0taint political life. Albania is, in fact, ranked 80th\u00a0<\/span><sup><span dir=\"auto\">out<\/span><\/sup><span dir=\"auto\">\u00a0\u00a0of 180 countries in the Corruption Perceptions Index, according to\u00a0<\/span><a href=\"https:\/\/www.transparency.org\/en\/cpi\/2024\"><span dir=\"auto\">Transparency International<\/span><\/a><span dir=\"auto\">\u00a0.<\/span><\/p>\n<p><span dir=\"auto\">But this vision obscures a central problem: the ethical consequences of the feminization of AI are far from trivial.<\/span><\/p>\n<h4><strong><span dir=\"auto\">Why are AIs almost always female?<\/span><\/strong><\/h4>\n<p><span dir=\"auto\">Since Siri (Apple), Alexa (Amazon), Cortana (Microsoft) and Sophia, the first robot to obtain\u00a0<\/span><a href=\"https:\/\/www.lemonde.fr\/idees\/article\/2017\/11\/04\/sophia-robot-saoudienne-et-citoyenne_5210094_3232.html\"><span dir=\"auto\">Saudi nationality in 2017<\/span><\/a><span dir=\"auto\">\u00a0, most virtual assistants and intelligent robots have been given a female voice, face, body or first name. This is no coincidence.<\/span><\/p>\n<p><center><iframe title=\"Sophia the Robot and Jimmy Sing a\u00a0Duet of\u00a0&quot;Say\u00a0Something&quot;\" src=\"https:\/\/www.youtube.com\/embed\/G-zyTlZQYpE\" width=\"672\" height=\"378\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/center><span dir=\"auto\">In\u00a0<\/span><a href=\"https:\/\/onlinelibrary.wiley.com\/doi\/10.1002\/mar.21480\"><span dir=\"auto\">initial research on the issue<\/span><\/a><span dir=\"auto\">\u00a0, we showed that we perceive female bots as warmer, more trustworthy, and even more human than their male counterparts.<\/span><\/p>\n<p><span dir=\"auto\">Why? Because women are, on average, perceived as warmer and more likely to experience emotions than men\u2026 and these qualities are lacking in machines. The feminization of AI objects therefore contributes to humanizing these objects.<\/span><\/p>\n<p><span dir=\"auto\">This feminization relies on deep-rooted stereotypes: women are &#8220;naturally&#8221; gentler, more attentive, and more empathetic. By endowing their machines with these attributes, designers compensate for the coldness and artificiality of algorithms and facilitate their acceptance and adoption.<\/span><\/p>\n<h4><strong><span dir=\"auto\">When feminization becomes manipulation<\/span><\/strong><\/h4>\n<p><span dir=\"auto\">But this practice raises major ethical issues, which I developed in a recent article published in the pages of the\u00a0<\/span><a href=\"https:\/\/link.springer.com\/article\/10.1007\/s10551-024-05754-4\"><em><span dir=\"auto\">Journal of Business Ethics<\/span><\/em><\/a><span dir=\"auto\">\u00a0.<\/span><\/p>\n<p><span dir=\"auto\">This article compares the ethical implications of using gendered and sexualized feminine attributes in two contexts. On the one hand, advertising, where idealized female representations have long been used to attract consumers. On the other, AI agents, which are now adopting these same codes. This comparison shows that, in both cases, feminization generates three major dangers: deception, objectification, and discrimination.<\/span><\/p>\n<ul>\n<li><span dir=\"auto\">Deception and Manipulation<\/span><\/li>\n<\/ul>\n<p><span dir=\"auto\">Artificially assigning human and feminine characteristics to machines exploits our unconscious and automatic reactions to neotenic traits (youthful characteristics associated with feminine traits such as round eyes, rounded features) which subconsciously evoke innocence and, therefore, honesty and sincerity.<\/span><\/p>\n<p><span dir=\"auto\">This subtle manipulation could facilitate the acceptance of potentially problematic algorithmic decisions. A feminized AI makes itself appear more human, more empathetic, more &#8220;trustworthy.&#8221; However, it should not be forgotten that it is a computer program, without emotions or consciousness\u2014\u00a0\u00a0<\/span><a href=\"https:\/\/www.theguardian.com\/technology\/2025\/aug\/26\/can-ais-suffer-big-tech-and-users-grapple-with-one-of-most-unsettling-questions-of-our-times\"><span dir=\"auto\">a question that is beginning to be debated<\/span><\/a><span dir=\"auto\">\u00a0\u00a0\u2014whose decisions can be biased or even exploited.<\/span><\/p>\n<ul>\n<li><span dir=\"auto\">Literal objectification<\/span><\/li>\n<\/ul>\n<p><span dir=\"auto\">Unlike advertising, which metaphorically compares women to\u00a0<\/span><a href=\"https:\/\/www.lemonde.fr\/series-d-ete\/article\/2022\/07\/31\/la-femme-objet-un-sujet-marketing-a-caution_6136747_3451060.html\"><span dir=\"auto\">objects<\/span><\/a><span dir=\"auto\">\u00a0, artificial intelligence goes further: it literally transforms women into programmable objects (machines, algorithms). Female AIs reduce feminine attributes to mere service tools: obedient machines, permanently available. This mechanization of femininity reproduces and amplifies advertising logic of objectification, but with a new dimension: interactivity.<\/span><\/p>\n<p><span dir=\"auto\">As a result, researchers note the persistence of\u00a0<\/span><a href=\"https:\/\/academic.oup.com\/iwc\/article-abstract\/24\/3\/139\/690595?login=false\"><span dir=\"auto\">aggressive and sexual remarks in interactions with these assistants<\/span><\/a><span dir=\"auto\">\u00a0, thus normalizing abusive behavior towards &#8220;machine women&#8221; which risks being transferred to real women&#8230;\u00a0<\/span><em><span dir=\"auto\">Ultimately<\/span><\/em><span dir=\"auto\">\u00a0, the humanization and feminization of AI can paradoxically lead to an increased dehumanization of women.<\/span><\/p>\n<ul>\n<li><span dir=\"auto\">The perpetuation of stereotypes<\/span><\/li>\n<\/ul>\n<p><span dir=\"auto\">At first glance, Diella might seem like a symbolic victory: a woman\u2014even a virtual one\u2014has reached a ministerial position. In a country where politics remains dominated by men, and where most female AIs are assistants, some will see this as a sign of equality.<\/span><\/p>\n<p><span dir=\"auto\">But this naive and optimistic reading obscures a paradox. While real women struggle to reach the highest positions in many governments, it is an artificial woman who embodies integrity in power. Nicknamed\u00a0<\/span><a href=\"https:\/\/www.lexpress.fr\/monde\/europe\/ia-diella-la-premiere-ministre-virtuelle-au-monde-MYVROES27VH2XF4LJA4HVOE7LM\/\"><span dir=\"auto\">&#8220;the servant of public procurement<\/span><\/a><span dir=\"auto\">\u00a0,&#8221; she is in reality a woman without power to act. Here we find an old schema:\u00a0<\/span><a href=\"https:\/\/www.repository.cam.ac.uk\/items\/95bfb0c8-2298-4587-9aab-37d4a7d8d084\"><span dir=\"auto\">&#8220;the artificial Eve<\/span><\/a><span dir=\"auto\">\u00a0,&#8221; fashioned to correspond to an ideal of docility and purity. A perfect minister, because she is obedient and unalterable&#8230; and who will never question the system that created her.<\/span><\/p>\n<h4><strong><span dir=\"auto\">Female AI: Devoted Saint or Manipulative Eve<\/span><\/strong><\/h4>\n<p><span dir=\"auto\">The feminization of AI is actually based on two tropes deeply rooted in our imagination, which reduce female identity to the archetype of the devoted saint or the manipulative Eve.<\/span><\/p>\n<p><span dir=\"auto\">The devoted saint is the image of the pure, obedient woman, entirely devoted to others. In Diella&#8217;s case, this manifests itself through a promise of transparency and absolute loyalty, a figure of incorruptible virtue in the service of the state and its people.<\/span><\/p>\n<p><span dir=\"auto\">Diella&#8217;s visual representation is also strongly reminiscent of the iconography of the Virgin Mary: a gentle face, downcast gaze, humble attitude, and white veil. These religious aesthetic codes associate this AI with a figure of purity and absolute devotion. But by making AI an idealized and docile female figure, we fuel a\u00a0<\/span><a href=\"https:\/\/theconversation.com\/psychologie-pourquoi-la-galanterie-est-une-forme-de-sexisme-136444\"><span dir=\"auto\">benevolent sexism<\/span><\/a><span dir=\"auto\">\u00a0that confines real women to these same stereotypes.<\/span><\/p>\n<p><span dir=\"auto\">The Manipulative Eve: In popular culture, trust in a feminized AI is transformed into a suspicion of deception or danger. A prime example: the science fiction film\u00a0<\/span><a href=\"https:\/\/fr.wikipedia.org\/wiki\/Ex_machina_(film)\"><em><span dir=\"auto\">Ex Machina<\/span><\/em><\/a><span dir=\"auto\">\u00a0, in which the hero is duped by an AI with whom he falls in love.<\/span><\/p>\n<p><span dir=\"auto\">If Diella were to serve as a political instrument to justify certain opaque decisions, she too could be perceived through this prism: no longer as a guarantor of transparency, but as a figure of dissimulation.<\/span><\/p>\n<p><span dir=\"auto\">These two contradictory representations \u2013 the sacrificial virgin and the treacherous seductress \u2013 continue to structure our perceptions of women and are now projected onto technological artifacts, feeding a loop that in turn influences how real women are perceived.<\/span><\/p>\n<h2><span dir=\"auto\">For a non-humanized and non-gendered AI<\/span><\/h2>\n<p><span dir=\"auto\">Rather than humanizing and gendering AI, let&#8217;s embrace it as a new technological species: neither male nor female, neither human nor divine, but a distinct tool, designed to complement our abilities, not mimic them. This means giving it a non-human appearance and voice, to avoid confusion, deception, and manipulation.<\/span><\/p>\n<p><span dir=\"auto\">AI development should be based on complete transparency, representing AI for what it really is: an algorithm.<\/span><\/p>\n<p><span dir=\"auto\">Finally, designers should make public the composition of their teams, their target audiences, and their design choices. Because, behind the apparent neutrality of algorithms and their interfaces, there are always human, cultural, and political decisions.<\/span><\/p>\n<p><span dir=\"auto\">Diella&#8217;s arrival in the Albanian government should open a fundamental debate: how do we want to represent AI? As these technologies occupy an increasingly important place in our lives, it is urgent to reflect on how their representation shapes our democracies and human relations.<\/span><\/p>\n<p><em><strong>Author Bio:<\/strong> Sylvie Borau is Professor of Ethical Marketing at TBS Education<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>For the first time in history, artificial intelligence has entered a government in Albania. Beyond questions about the role of AI in public decision-making, Diella&#8217;s appointment as minister responsible for public procurement raises questions about the almost systematic feminization of AI avatars. This deceptive practice, which perpetuates gender stereotypes, perpetuates the objectification of women and [&hellip;]\n&hellip; <a href=\"https:\/\/world.edu\/diella-albanias-first-artificial-minister-the-trap-of-feminizing-ai\/\" class=\"more\">learn more&rarr;<\/a><\/p>","protected":false},"author":33,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[434804],"tags":[435512],"coauthors":[11733],"class_list":["post-78375","post","type-post","status-publish","format-standard","hentry","category-artificial-intelligence","tag-feminization"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Diella, Albania&#039;s first artificial minister: the trap of feminizing AI - World leading higher education information and services<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/world.edu\/diella-albanias-first-artificial-minister-the-trap-of-feminizing-ai\/\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:locale\" content=\"en_US\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:type\" content=\"article\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:title\" content=\"Diella, Albania&#039;s first artificial minister: the trap of feminizing AI - World leading higher education information and services\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:description\" content=\"For the first time in history, artificial intelligence has entered a government in Albania. Beyond questions about the role of AI in public decision-making, Diella&#8217;s appointment as minister responsible for public procurement raises questions about the almost systematic feminization of AI avatars. 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Beyond questions about the role of AI in public decision-making, Diella&#8217;s appointment as minister responsible for public procurement raises questions about the almost systematic feminization of AI avatars. 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