By 2021 digital assistants are expected to outnumber people. In America a massive 35.6 million Americans are expected to use a voice-activated assistant device at least once a month. This represents an increase of 129% over last year. According to a study by Grand View Research the intelligent virtual assistant market worth $3.07Bn by 2020. Voice has become a trend too big to ignore, especially when it comes to digital assistants, but what’s deal?
A frictionless and natural medium
We are living in an increasingly digital and connected world, which has had consequences on our expectations and exchanges. Today we live in the moment, place great importance on experience and expect instant gratification. Voice reduces friction on any transaction or goal we want users to hit: no time lost typing out a long question or researching, voice is quick and easy and digital assistants give instant results.
Furthermore, voice is one of our primary and most natural methods of communication, making voice a natural interface for humans. Speaking does not normally require a lot of cognitive or mechanical exertion, neither does listening to the response. In fact, a recent study found that 50% less brain activity occurs when processing an answer delivered by voice, meaning people find it much easier to use. Got a question about your agenda, fancy ordering a takeaway or want to know what the traffic is like, you just need to ask! Digital assistants are transforming how we search for information, they even have the potential to disrupt web browsers, this perhaps explains why Google is investing so much in Google Home!
Endless opportunities for third party developers
By working with third party developers, digital assistants are able to even further extend their scope. Both Amazon and Google recently announced financial incentives to encourage developers to build apps for their respective assistants, meaning the possibilities of what can be done with a digital assistant is expanding constantly. For example, connected vacuums from Neato allow you to start or pause their autonomous vacuums using the Amazon Echo. The fact that digital assistants can be integrated with a smart home takes their practicalness to a whole new level! The devices are useful for the whole family, and are changing our views on machines, widening access and making them an integral part of our lives.
Digital assistants and business
Digital assistants are disrupting our world, from how we shop and interact with our favourite brands, to how we drive our cars and organise our agendas. Consequently, more and more businesses are wanting to harness the power of digital assistants, not only to improve internal procedures through saving time and enhancing human ability, but also to expand their customer base, interact with their own customers, wherever they are and improve customer experience. For example, Virgin Active has recently become the first gym to integrate Amazon Alexa, meaning that gym go-ers can book their next gym class from the comfort of their sofa. Furthermore, Domino’s Pizza recently achieved break out sales, which it partly attributes to it’s Alexa Skill!
In addition, a recent study found that voice technology drives greater emotional connection with brands, driving engagement and creating deeper relationships between consumers and brands.
Innovation a go-go
The market space is fierce, with tech giants pulling out all the stops to create the most comprehensive digital assistant. Both Google and Amazon have announced their new proactive assistant features, in addition to hands free calling and visual responses. Irrelevant of the company making them, this is great news for the AI industry, powering innovation and creating a booming ecosystem, and further underlines the position of voice as the main medium for human to machine interaction. Voice is our most natural interface and technology is finally exploiting this.