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Skill Level Beginner
- [Instructor] Hello, are you still there? I can imagine a time in the not-so-distant future when that question will be asked by a digital voice assistant if it thinks we've forgotten it in the middle of a request. And while we're not there yet, many organizations are experimenting with voice search, learning and creating new experiences and apps. Here are four examples. Google and Target partnered on a voice-activated coupon with benefits for customers and both brands.
People access the offer with a command on Google Home or by typing it into the Google Assistant app. Once activated, the coupon customers a $15 discount off a Target purchase if they placed their order through Google Express, the search giant's home delivery service. It's like a voice-initiated call to action. VaynerMedia, the firm created by high profile social media marketer Gary V., recently launched a voice AOR, or Agency of Record division, that helps clients develop programs using conversational AI.
One of the first clients to try it was JPMorgan Chase. The agency was charged with helping the venerable financial company figure out how to produce Alexa skills based on questions their customers might ask. Like, if I keep saving the way I do now, how long would it take me to buy this house? I'm sure both bank and agency know that when proprietary financial information is involved, customer privacy is more important than ever, especially in the age of GDPR.
Then there's a start-up in San Francisco that's taking the concept of brand voice to a whole new level. Voicery creates human sounding vocalizations for companies that express emotion and don't sound like a synthesized machine. Imagine a chatbot conversation with your favorite brand where the response on the other end sounds just like a real person, complete with empathy, personality, and even a sense of humor. And now Google developed its Duplex AI, where a human sounding digital assistant makes a restaurant reservation, complete with ums and ahs.
Of course, Google learned about the need for disclosure and transparency the hard way after an outcry on social media. The second iteration of the app that's still being tested has a digital voice identify itself and what it is. It's still early days for voice search and voice-activated marketing. That means we'll be seeing lots of news, tests, and failures, and as companies try to monetize voice interactions, they'll need to put ethics, culture, and privacy front and center.
In other words, brands will have to walk the talk.