Speak Easy: New videos from the Innovation Group

The rise of voice-based user interfaces will inevitably impact advertising. Brands will have to distinguish themselves in a sea of voices, without traditional means to build brand equity. Are brands up to the challenge of voice?

What makes voice exciting?

Despite its challenges, voice interfaces offer brands a unique way to connect with consumers. “Audio touches you, as a human,” says Hill. According to our cognitive research, voice interactions create twice the emotional brain activity that typing does.

Brands in a voice-first world

To succeed in a voice-based world, brands will need to hone in on simplicity and distinction. “That’s why people use voice interfaces,” says Anderson. “It’s a very efficient way of communicating.” The challenge for brands is to stand out without creating confusion.

How consumers will adopt voice

Consumers are just beginning to welcome voice-activated devices into their homes. What’s next on the horizon? Our experts predict: The car, the office, and anywhere a simple answer is most functional.

Advantages of voice interfaces