Who to trust is becoming an increasingly sensitive public issue. As consumers face content overload from more sources than ever before, it is quickly becoming near impossible to verify the authenticity of digital content. Brands must be on guard to ensure their own authenticity, avoid untrustworthy channels and protect trust earned.
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A new medium is set to challenge brand integrity. A disruptive force that could wreak havoc on carefully crafted communications guidelines and brand management methodologies: voice technology. The rise of voice assistants, voice-controlled devices and 24-hour a day, on-demand voice content is going to stretch even the most agile marketing organisations as they are forced to re-examine what their brand’s tone-of-voice really means to them.
This is a new world where your computer, mobile, home electronics, home automation, security and even your car are going to be voice-controlled. From a consumer point of view, this means that , in the near future, product discovery, pre-purchase research, second opinions, price comparison, buying transactions, user manuals and after-sales service will all be enabled by voice automation, voice content and AI-powered voice.
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