AI-based voice assistants for digital marketing

Preparing for voice marketing and commerce

Alex Mari and René Algesheimer

DOI: 10.4324/9781003093909-9


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 ...

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