| | APRIL 20188CIOReviewTHE VOICE REVOLUTION AND HOW IT CHANGES BUSINESSThe biggest transformation in digital marketing over the last decade is underway right now--the shift in data retrieval, specifically involving voice and AI. The growth of mobile (and smartphones, specifically) led to the explosion of online business. That was an industry-shifting event as consumers flocked to mobile devices and apps to do everything from checking the weather to buying new shoes. The effects of this change were felt by almost every business, with the need to perform in a mobile environment quickly becoming a requirement for survival.And yet, as pivotal as that moment in history was, it pales in comparison to the change we see starting now. Consumers are already on mobile, adapted and entrenched, which should not be a surprise given how easy mobile devices make task completion in our lives.The next step is Voice. Speaking to a device is easier than typing, and humans being human, we want everything to be easier for us. Years ago, the big players in tech saw this coming and started lining up to claim space in the voice-powered world. Google, Microsoft, Amazon, and Apple all launched digital assistants. In just a few years, their usefulness, accuracy and reach has flourished, commanding attention and driving new avenues of attachment for each company in consumers' lives. Just this last holiday season, Amazon's Alexa was the single item at the top of the "most purchased" list. The growth of voice will be just as impactful on the way businesses reach their customers as mobile was.eMarketer recently shared some data that paints a clear picture of voice interactions and their growth. The bottom line is that voice-enabled devices are stealing time from other devices across the board.While that chart speaks mainly to voice-enabled speakers, the digital assistants in our phones are on the march as well. More people are using them to complete simple tasks, and with smartphones reaching a saturation point in the US, companies powering digital assistants are seeking new ways to keep consumers connected. The car is one of the next biggest areas that will see growth in this space.Today it's easy to find a car capable of being "connected", with most new models in the US marketplace having Apple Carplay or Android Auto embedded. These platforms enable a consumer to mirror their mobile device on the car's dashboard, effectively making their automobile a connected device. But this change is going even further.Now we're seeing Google Assistant and Amazon Alexa being embedded in automobiles. Buy a new Ford soon, and you can have Alexa built right in, allowing you to speak to her on the move and access many of the features and services available in your living room. It doesn't take much crystal ball gazing to see big advertising opportunities here, or direct revenue opportunities via subscriptions, when the companies powering these assistants crack the monetization code with consumers.The next big shift is already on our horizon, too. After most consumers have adopted voice-enabled assistants, the next step will be actual digital agents. Unlike an assistant, who takes orders, or direction, an agent will be empowered to act on your behalf. By Duane Forrester, VP, Yext
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