Executive summary

Voice is more intuitive, is faster and has, within the private space of the people, the potential to become a dominant mode of accessing and interacting on the internet. When we see how young people and young families embrace Voice it is very likely human behavior will change consumer behavior: the path to purchase with the brand will change as well.

People are developing habits with many different applications that are context specific, in house it is more relaxed, in the car it is more functional. Voice applications help manage lives, be in control, facilitate, assist, inform, entertain.

Consumer behavior using Voice is in an earlier phase of development than human behaviour. However, it is just a matter of time before becoming mainstream, because the drivers to use Voice outweigh the barriers. NLP and AI will grow applications and reduce the drawbacks.

Dominant AI platforms, with different backgrounds and experiences (e-commerce, retail, communication, searching) are investing and innovating to become the standard. Ultimately a limited number of AI platforms will remain. The more the platform is used, the more data is collected, the better and the faster the algorithms are, the better the users will be supported and the better data for marketing and other business processes will be available. The vested interest for companies like Google and Amazon is enormous. The better they can identify and predict consumer decision behavior the stronger their position will be. In the case of Amazon (Alibaba and JD COMM in China) the knife cuts on two sides: as retailer and private label champion they can guide the consumer to their brands or to a limited number of leading brands fighting to be on top of the list. As an e-commerce platform they facilitate brands and startups, make money out of it and learn from it.