Voice-activated change: Marketing in the age of artificial intelligence and virtual assistants

The Internet of Things promises to make relationships with technology more personal than ever. Voice-controlled virtual or artificial intelligence assistants such as Amazon’s Alexa or Google Assistant execute the commands of their users, providing information, entertainment, utility and convenience while enabling consumers to bypass the advertising they would typically see on a screen. This ‘screen-less’ communication presents significant challenges for brands used to ‘pushing’ messages to audiences in exchange for the content they seek in hopes of creating preference. It also raises ethical questions about data collection, usage and privacy. Little is known about the role marketing will play in the increasingly connected, voice-controlled home. This case study will explore critical cases to describe the implications, applications and opportunities for voice-controlled personal assistants in marketing and advertising in the USA.