Guest rooms at many major hotel brands added Amazon Echos as a common amenity.įast forward to 2023: Microsoft CEO Satya Nadella told the Financial Times in March that these voice assistants - the company’s Cortana included - are “ dumb as a rock” (subscription required). Not only that, but consumers were expected to ask voice assistants to place orders when stocking up on groceries, hailing a rideshare, booking a hotel or reserving a table at a restaurant. Voice assistants were supposed to have made touchscreens a thing of the past. But the researcher’s follow-up study found that only 18% of its survey participants used voice search frequently by September 2021. The Manifest's 2018 study claimed that 53% of respondents use voice search once a week. Those numbers were in line with other industry analysts. Amazon, Apple, Google and Samsung rushed to compete for smart home spaces in living rooms, kitchens and bedrooms. Exactly two years later, Google Home was released, and the voice assistant wars were on. Amazon’s device, which introduced the world to its smart assistant, Alexa, was immediately a record-breaking holiday seller. Then Amazon Echo launched in November 2014, and the world saw the larger potential that a standalone voice-activated speaker represented. When Apple’s Siri was positioned as the first popular voice assistant when it debuted in 2011, it was relegated to the iPhone. That’s the lesson to be learned from the period when voice assistants emerged. Missing that customer experience mark could mean wasted investment down the wrong path. If the high expectations of GAI are going to be realized, I believe that marketers in particular are going to have to find the specific value consumers want. Lasting adoption and true game-changing technology generally depends on how customer experience is impacted.
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