For brands that have embraced voice search services, the artificial intelligence-enabled technology is typically used in a limited manner. The blistering growth of search technology received attention recently when Amazon CEO Jeff Bezos disclosed that the company sold tens of millions of voice-activated Alexa devices during the holiday shopping season. So reports CNBC.
Bezos said that sales substantially exceeded the company’s expectations and that Amazon will double down on Alexa sales this year. The Alexa Skills store offers more than 30,000 skills and customers can use the technology to control more than 4,000 smart home devices.
At the same time, the technology is being included in Windows 10 computers that are distributed with the HP, ASUS and Acer brands. Google and Apple, furthermore, are competing for a share of the smart speaker market. Other smart speaker providers include Harman Kardon, which has its roots in high fidelity. Its product uses Microsoft Cortana technology.
Facebook could potentially be another competitor. It is reportedly preparing to launch its own voice enabled speakers this summer, reports the Daily Mail. The Facebook speakers will also have touch screens manufactured by LG.
Marketers, not surprisingly, have taken notice. JPMorgan Chase recently hired agency VaynerMedia to develop a voice search strategy, according to AdAge. The agency has developed skills for use with Amazon Alexa on behalf of GE, Johnnie Walker, and Ellen's Heads Up. JPMorgan Chase is considering developing a wide range of skills, including responding to account balance inquiries and answering questions regarding savings programs and the amount of time required to reach financial goals.
In some instances, brands provide voice-activated services that are highly practical. Laundry detergent brand Tide offers step-by-step instructions for stain removal that are delivered through Amazon’s Alexa, reports CMO.
Purina also offers a practical voice-activated service that helps individuals decide what type of breed is best for his or her unique needs. It discusses dog characteristics, such as being good with children or being able to live in apartments.
Online retailer Stitch Fix has implemented voice command services to make it easier for shoppers to return products, according to AdWeek. In one survey, half of all online shoppers said they had returned an online purchase in 2017 and 95% of shoppers surveyed said that they would purchase items again from brands that provided satisfactory return procedures.
With that in mind, Stitch Fix is seeking to enhance its customer relationships by offering the convenience of voice delivered return instructions. Even though brands have embraced delivering services through voice activated speakers, the technology appears to fall short of being able to provide data that could support highly target advertising.
In a recent Search Engine Land article, author Bryson Meunier analyzes 3,000 voice commands from his family’s use of smart speakers. The most common commands were to have Google Home stop playing certain songs, such as “Cherry Bomb,” “Ghostbusters,” or “Jingle Bells” that the author’s 3-year old child played frequently. The second most common commands were for turning lights on and off and for setting up timers.