I have become increasingly interested in the world of new technologies entering our homes. Particularly in the influx of voice based AI technology such as Google Home and Amazon’s Alexa.
I guess voice based AIs bring together a subtle mix of things that interest me: humanness, linguistics and communication. It’s perhaps for this reason I’ve been more curious about it than past technologies. Needless to say, my curiosity is further fuelled by the fact that it is also the next big step for us in the brand building space.
It brings to light one tough question for advertisers: With the Amazon Dash button, and perhaps even Alexa and Home stripping brand purchases and brand roles in consumers’ lives down to the bare minimum, what is our role as brand builders now?
But perhaps more interestingly: What does it entail for creators, as they bring these technologies into consumers’ homes? And this is the question I’d like to address in this post.
While I certainly believe that the potential human voice AI presents to creators is interesting, I also believe it is very easy for us to get lost in the what. It is easy to focus on what problems it solves and what users can do with it. And later, what opportunities it presents for businesses and brands.
But, the key to success for any voice based AI would be the how. The key to making one voice based product more successful than the other will really come down to the personality of the assistant.
Developers must be conscious of how they approach the voice AI. We must treat it not as an ‘opportunity’ for tech companies to enter the home in a new way, but as a guest who has been ‘invited’ to the home. And we all know what makes a good house guest. Following these unwritten norms will be key to engaging well with consumers.
Furthermore, there is a fundamental difference between other technologies and the voice technology. Other technologies (decreasingly so) are quite removed from us in the way we interact with them. There is ‘friction’. Voice; is naturally closer to the human interaction than a device that is alien, cold to touch and has perfect design. While the mobile phone is drastically reducing the friction between humans and tech, it’s more from its ubiquity than its ability to lend itself to being so.
Voice; on the other hand, is naturally more familiar and hence more permissive. But we’d have to use this power carefully, and any personality that sounds either like a ‘robot’ or an ‘advertiser’ (in the stereotypical sense of the words) in the near future are bound to fail.
The key to success lies in being human.