Do you hear that voice?

assistenti intelligenti
Michele Caprini
02 Sep 2019

The voice is getting louder, this is a sure fact. In the use of smartphones, in smart home speakers, in the car.

The intelligent assistants

For Juniper Research, an important British name in research on digital markets, 109 million voice assistants will be used to access “smart home” devices. By 2024, they will be well over half a billion.

Voice assistants are establishing themselves as a very useful tool for the elderly. These devices, in addition to facilitating emergency calls, help people with reduced mobility to complete their daily activities and to easily set up reminders. For Amazon Echo, this is the main demographic target of reference in commercials.

For the intelligent assistants, today, functional activities are still the main use. Road indications or weather forecasts, for example. Improvement of recognition technology, however, is crucial and needs to be improved. As well as, in perspective, a massive adoption by market players.



According to Gartner, by 2020 30% of web traffic will include voice search. For its part, ComScore claims that within the same year 50% of the online searches will be carried out with the voice.

For GlobalWebIndex analysts, 43% of the world’s online population made, in the first half of this year, at least one voice search per month. It is a 34% increase over the first half of 2017. The density of use varies from 28% in Europe to 50% in APAC.

In retail, the volume of purchases by voice will certainly grow in the coming years. Consumer acceptance and overall usability of their voice in a purchasing context, however, are not yet something to bet on with your eyes closed.

For the mass of online consumers, the availability of relevant and personalized content becomes decisive.

Orientation in the huge amount of material available online is not easy, and vocal research oriented to personally relevant recommendations will be the discriminating factor of competition. This means “learning” from previous requests, to provide guidance increasingly targeted to the consumer profile.

The Conversational Interfaces

In voice interaction with an intelligent assistant, trust is also fostered by the type of relationship put in place with the client.  In other words, a voice-friendly recognition is important for brands. In a not too distant future, this could be taken as a new logo or identity.

To be associated, of course, with highly personalized content. This, also according to GlobalWebIndex, is in the expectations of consumers in the United States and the United Kingdom. The first market in the world, respectively, in the use of these devices and the first European market for its share of electronic commerce on the total distribution.

The voice-based interaction with the client opens up prospects of great interest to retailers, but no one yet can be sure about the degree of receptivity of the buyers.

The contradiction is soon said: despite the strong demand for customization, as it is normal, strong concerns for privacy remain. Retailers will therefore have to use maximum transparency in communicating to consumers regarding data collection in voice technology.