At the Digiday AI Marketing Summit this month in Santa Barbara, California, we spoke with leaders from 37 companies interested in applying artificial intelligence to marketing and learned about their plans for voice marketing. Check out our earlier research on AI’s potential to replace media buyers here. Learn more about our upcoming events here.

Quick takeaways:

  • Forty-three percent of companies in Digiday’s survey from the event are investing in technology to enable voice marketing.
  • Only 26 percent said developing voice marketing is a priority.
  • Forty-four percent believe collecting consumer data will be the most important function of voice devices.

Marketers venture into voice marketing
Americans are becoming more comfortable with voice assistants from smart speakers to those in smartphones, with nearly half of Americans using one, according to Pew Research Center, and Juniper Research estimating the number of voice devices in the U.S. to be approximately 450 million. Research from NPR and Edison Research found that 16 percent of Americans own a smart speaker, and Juniper Research expects that number to grow to 50 percent by 2022.

Given the rapid proliferation of voice devices and consumers’ willingness to use them, companies are examining ways to include voice devices in their marketing strategies. Of the companies Digiday surveyed, which mostly identified themselves as brands, 43 percent said they are developing technologies to use in voice marketing.

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