Google’s lifelike sounding AI assistant, Duplex, blows past uncanny valley
I've been saying this for a long time, very soon you won't know whether the content you're consuming was generated by a human or a machine, and Google's latest product, Duplex, moves us all one step closer to that time.
Key takeaways
- In the demo, Google Assistant goes back and forth in conversation with a person for about a minute to make a haircut reservation, and in another demonstration, Google Assistant made a reservation at a restaurant.
- Strangely enough, Duplex is not yet publicly available and barely 48 hours old and there already appears to be a series of misconceptions about it.
- In instances in which the AI fails in attempts to converse with the human on the other line when making a reservation, Duplex will transfer the call to a human operator.
Cite or link to this article
Griffin, M. (2018) 'Google’s lifelike sounding AI assistant, Duplex, blows past uncanny valley', 311 Institute, 10 May. Available at: https://www.311institute.com/googles-lifelike-sounding-ai-assistant-duplex-blows-past-uncanny-valley/ (Accessed: 1 October 2026).
At Google’s I/O developer conference this week there was, as usual, a flurry of news, but the story that caught most people’s attention was a new product called Duplex, an Artificial Intelligence (AI) based on Google’s phenomenal DeepMind Wavenet platform that I’ve discussed before, that enables Google Assistant to make phone calls for you while sounding convincingly human, a phenomenon often referred to as uncanny valley, complete with “umm’s” and “ahh’s.” It’s also the same technology that will also, asides from booking haircut appointments for you, take the whole fake news issue, and the creation of “convincing content,” of any ilk, to a whole new level, and if you want a view of this future then check out this fake news video clip of Obama from one of my keynotes last year, these articles, and this scarily good hi definition neural network charged bot called Ava.
In the demo, Google Assistant goes back and forth in conversation with a person for about a minute to make a haircut reservation, and in another demonstration, Google Assistant made a reservation at a restaurant.
Listen to Duplex in action
Duplex is still an experiment, CEO Sundar Pichai explained, that will continue with user testing this summer, but despite taking up less than two minutes in more than two hours of product rollouts and upgrades, its debut may mark a noteworthy moment in the history of a field known as Conversational AI, or in other words, the ability of an AI to hold a convincing, streamlined conversation with either another AI, or another individual or entity. Duplex is also one of the first publicly known instances of a bot proactively working on a human’s behalf in the “real” world.
Strangely enough, Duplex is not yet publicly available and barely 48 hours old and there already appears to be a series of misconceptions about it.
First, it’s not the phone call that bothers people. It’s the tone of Duplex’s voice.
If Duplex had the same robotic voice we’ve heard for decades from automated systems handling calls for banks and the like, I don’t think its debut would have made as many waves. The reaction comes up because Duplex uses DeepMind’s crazy good WaveNet technology that last year advanced so much it was able to go from robotic voice to being able to fool people they were listening to a real person in just under a year, this alone means that any inflections or tones that gave the platform away as an AI this year will, next year, be gone.
Second, according to Pichai, despite how the demo played out, in the real world Duplex may not begin a call with the obligatory “Hello” or “Hi” that would come out of a human’s mouth. Duplex calls will be preceded by a message telling the human on the other end that they’re on the phone with a robot and the system will also allow businesses to opt out of receiving such robo-calls. But let’s face it, other less “trustworthy” companies, or even cyber criminals, won’t be so accommodating… imagine, for example, your elderly father or mother getting a call that convinces them to transfer their life savings to an account in Nigeria and you already get the downside of this tech, something, again, that no government is discussing or regulating against.
The third point is that Duplex may not require user involvement after they ask Google Assistant to schedule an appointment, but similarly at the moment it’s not a fully autonomous system. In instances in which the AI fails in attempts to converse with the human on the other line when making a reservation, Duplex will transfer the call to a human operator.
Then lastly, and most importantly, Duplex is the start of something much bigger than phone calls. It’s the beginning of the idea of an AI assistant acting on a user’s behalf in the world, and someday that same assistant could act on your behalf while mimicking your voice, something that again was made possible last year thanks to a company called LyreBird whose AI technology can clone voices with just a minute of audio, and Baidu, whose AI recently also mastered the same trick.
The future will be much crazier than you think, and it’s likely that you’re already starting to think it’s pretty crazy…
What this means for your organisation
Bots will call you.
Assistants that book appointments by phone mean firms will take calls from AI. Front desks must handle machine callers. Test how your systems cope.
Disclosure matters.
A voice that sounds human can mislead the person on the line. People want to know if they are speaking to a machine. Set clear rules for your own AI calls.
Booking channels shift.
AI assistants may bypass booking sites and apps. Travel and service firms could lose direct contact with customers. Make your services easy for assistants to book.
Three questions for your next leadership meeting
- How would our staff handle calls from AI assistants?
- Will we tell customers when they speak to our AI?
- Can AI assistants book our services easily?
The trends and technologies behind this story
From the 311 Starburst, the 311 Strategic Intelligence Unit’s map of the technologies and trends shaping the next 50 years.
Analysis by the 311 Strategic Intelligence Unit, from Matthew Griffin’s article and 311 data. First published on Fanatical Futurist.
FAQ
Why does this matter?
I've been saying this for a long time, very soon you won't know whether the content you're consuming was generated by a human or a machine, and Google's latest product, Duplex, moves us all one step closer to that time.

About the author
Matthew Griffin Founder, 311 Institute
Matthew Griffin is a multi-award winning Futurist and expert in Disruption and Innovation, Geopolitics, Leadership, and Technology, who NASA have described as a "walking encyclopaedia of the future" and a "futurist Polymath."
Read full bio
Matthew Griffin is a multi-award winning Futurist and expert in Disruption and Innovation, Geopolitics, Leadership, and Technology, who NASA have described as a "walking encyclopaedia of the future" and a "futurist Polymath." 17-time best selling author of the "Codex of the Future" series, Matthew is the Founder and Futurist in Chief of the 311 Institute, a global Futures and Deep Futures advisory firm working with royal households, world leaders, G7, G20, and G77 governments, NGOs, and multi-national mid and mega cap firms to help them explore, shape, and lead the next 50 years of business and society.
An award-winning YouTube creator with over a million followers, with an unrivalled global reach and impact, Matthew is a highly sought-after international keynote speaker, lecturer, and mentor who collaborates with global leaders through the United Nations Alliance of Civilizations (UNAOC) and United Nations General Assembly (UNGA) to shape pivotal initiatives such as the UN’s AI for Humanity program, the United Nations Conference of the Parties (UN COP), and the World Economic Forum in Davos.
As the former Global Head of Cloud, National Security, and Enterprise Sales for companies including Atos, Dell-EMC, and IBM, Matthew has a proven track record of building multi-billion dollar business units and turning failing divisions into market leaders. His ability to identify, analyse, and communicate the implications of hundreds of emerging technologies and trends is unparalleled, and his insights are trusted by many of the world’s most respected organisations, including ABB, Accenture, Adidas, AON, ARM, BCG, Centrica, Citi, Coca-Cola, Dentons, Deloitte, Dow Jones, EY, Google, KPMG, Lego, Legal & General, LinkedIn, Microsoft, PepsiCo, Qualcomm, RWE, Samsung, Siemens AG and Siemens Energy, T-Mobile, UBS, VISA, Walmart, Workday, Worldpay and many others.
Regularly featured in the global media including the AP, BBC, Bloomberg, CNBC, Discovery, Forbes, Khaleej Times, Telegraph, TIME, ViacomCBS, WIRED, and the WSJ, Matthews mission is to help organisations create a fair and sustainable future whose benefits are shared by everyone irrespective of their ability, background, or circumstances.
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Sources and further reading
- I’ve discussed before .com
- Uncanny valley .com
- Fake news .com
- fake news video clip .com
- bot called Ava .com
Source: first published by the 311 Institute on 10 May 2018. Cite as: Griffin, M. (2018). Google’s lifelike sounding AI assistant, Duplex, blows past uncanny valley. 311 Institute. https://www.311institute.com/googles-lifelike-sounding-ai-assistant-duplex-blows-past-uncanny-valley/
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