“Voice is the New Blood”: a discourse analysis of voice AI health-tech start-up websites

Start-ups play a crucial role in the research, development, and marketization of voice AI health-tech, prefacing the integration of this new technology into healthcare systems. By publicizing discourse around voice AI technologies at this early stage, start-ups are shaping public perceptions, setting expectations for end-users, and ultimately influencing the implementation of voice AI technologies in healthcare. Their discourse seems to strategically present voice AI health-tech as legitimate by using promissory language typical in the digital health field and showcase the distinctiveness from competitors. This analysis highlights how this double impetus often drives narratives that prioritize innovation over transparency. We conclude that the lack of incentive to share key information about datasets is due to contextual factors that start-ups cannot control, mainly the absence of clear standards and regulatory guidelines for voice data collection. Addressing these complexities is essential to building trust and ensuring responsible integration of voice AI into healthcare systems.