AI-based voice assistants for digital marketing

Abstract

Artificial Intelligence-based Voice Assistants (VAs) may alter the decision-making process throughout the entire consumer journey. With the distinction between humans and machines becoming increasingly blurred, VAs introduce biases and heuristics in consumer behaviour with consequences for Digital Marketing and e-commerce practices. The authors explain ‘why’ and ‘how’ marketing managers need to explore the challenges and opportunities posed by voice technologies and prepare to employ a combination of marketing and commerce initiatives. This chapter defines Voice Marketing and Voice Commerce practices through relevant cases while collocating voice-based activities within the broader communication mix strategy. Furthermore, a conceptual framework shed light on the disruptive impact of AI-based VAs across product categories.

Topics & Concepts