Voice devices are quickly becoming ubiquitous in U.S. households, but most retail marketers aren’t jumping on the bandwagon just yet.

Nearly 20 percent of U.S. adults┬ánow have access to a smart speaker, and that number is expected to grow rapidly in the coming years. But despite the hype surrounding their potential most retailers aren’t currently using voice devices for marketing or commerce, according to new Digiday research.

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