Voice: Shifting focus from adoption to frequency

Voice assistants have grown in popularity over in recent times, and with a wealth of data on people’s adoption, usage and openness to smart technologies, brands can create valuable experiences.

We know people are using voice assistants and we have a lot of information about adoption. But what does this mean for brands? How many people are using voice regularly, and what are they doing with it? Is voice changing the way people shop? And is it really time for brands to invest in voice?

The Retail Revolution, OMD’s global research initiative, aims to enhance our understanding of how consumers accept, understand and trust AI in their daily lives. Through multiple research phases – including quantitative and qualitative methods – we have tracked over 20,000 respondents across...

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