November 2021
Intermediate to advanced
188 pages
7h 50m
English
Content preview from Contemporary Issues in Digital Marketing
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7
AI-based voice assistants for digital marketing
Preparing for voice marketing and commerce
Introduction
Shopping behaviour is undergoing a revolution that is primarily enabled by digital consumer technologies, which are being increasingly powered by Artificial Intelligence (AI). Among these technologies, in-home Voice Assistants (VAs), such as Amazon Alexa and Google Home, have witnessed unprecedented growth (Kaplan and Haenlein, 2019). The physical placement of these devices at the core of consumers’ domestic life allows for repeated, ongoing interactions that fulfil functional and social needs (Ammari et al., 2019; McLean and Osei-Frimpong, 2019). Defined as ‘voice-based ...