Capgemini: Voice assistants are bringing a new era of commerce

Reed Karaim

Capgemini, the consulting firm, anticipates a new era of “conversational commerce” will arise as voice assistants transform the nature of digital sales.

“Alexa, order me more paper towels.”

The ease and generic nature of that purchase is why many industry-watchers believe the growing popularity of voice-activated personal assistants such as Amazon’s Alexa, Google Home, and Apple’s Siri pose a serious threat to brand identity.

Mark Taylor, executive vice president and chief experience officer, Capgemini

But Mark Taylor of Capgemini, the global business consulting firm, told delegates at the Shop.org conference in Las Vegas that its research indicates the rapid rise of voice tech, in fact, may provide new opportunities for establishing brand identity with consumers.

Taylor, who serves as executive vice president...

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