This paper examines the role name brand voice assistance can have on gendered brand positioning. The adaptation of voice assistants is happening at a fast pace without understanding its effects on the perceived gender of the brand as most of the voice assistants, be it Alexa or Siri, are feminine voices. The existing literature suggests that gender identity of the brand has a correlation to its acceptance and perception of equity. Men prefer to reject feminine brands more often than their female counterparts who are more open to masculine gendered brands and often masculine branding is a default choice in case of uncertainty. Generational changes are also in play as the younger generation, who are more adaptive and accept voice assistants (VAs) are conditioned to accept that the voice of AI is feminine. Our paper summarizes the literature on these themes and suggests a future course of research that is needed to fully understand why certain brands are carefully choosing a voice (maybe masculine) to have their own name-brand voice assistants (NBVAs) to have long term branding effects. © 2026 American Institute of Physics Inc.. All rights reserved.