After a decade of brands being tried and tested by social media, another new medium is set to challenge brand integrity: AI-powered voice technology. This new voice-controlled world will not only test brand differentiation, but also how enduring a brand’s relationship is with its consumers.
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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