Every day, thousands of more consumers are talking to voice-controlled artificial-intelligence assistants like Alexa, Siri and Cortana, sharing all kinds of information that could be valuable to marketers. In June, Adobe Systems announced a way to turn this information into insights that allow brands to personalize interactions with consumers and engender greater customer loyalty. The company said its voice-analytics technology can capture and provide complex analysis of spoken words that can be used to create more compelling user experiences.
Through the Adobe Analytics Cloud, brands can gain the capability to capture both user intent and spoken parameters. For example, the voice-analytics system can comprehend a multi-dimensional request, such as, “Play me a song from the Beatles.” The voice-analytics system also can collect further types of data, such as how frequently a user engages with a digital assistant and what specific actions result from a voice request, according to Adobe.
“One of the most important trends in modern technology is how quickly consumers adopt new ways of interacting with content, as we’ve seen with mobile and video,” said Bill Ingram, vice president of Adobe Analytics Cloud, in a press-release quote. “We expect a similar trajectory with voice enabled devices. In the same way Adobe has shaped web, mobile and customer analytics, Adobe Analytics Cloud will enable brands of all sizes to extend voice data insights across the entire customer journey.”
Adobe is leveraging its Sensei AI framework to perform deep analysis of voice data complemented by AI and machine learning. Sensei allows brands to individually tailor customer interactions by creating content that is specifically addressed to a unique user. For example, a hotel chain could recognize the voice of a customer who is speaking to Alexa and offer that person ideas on how to spend their royalty-program points. Moreover, the hotel could send a promotional phrase to frequent guests that unlock special offers when that term is spoken to an Alexa-enabled device.
Voice-enabled digital assistants are becoming an increasingly potent marketing tool as consumer adoption soars. Sales of voice-assistant device like the Amazon Echo increased for 39 percent during the one-year period ending in May, according to Adobe’s research division, called Adobe Digital Insights.
However, 37 percent of U.S. consumers say that their experiences with voice assistants don’t meet their standards, an Adobe Digital Insights survey revealed. This presents an opportunity for technologies like Sensei to improve the user experience when working with digital assistants.
The market has plenty of room for further growth, with 49 percent of U.S. consumers not having used a voice assistant, according to the research division.
Tyler Schulze is vice president, strategy & development at Veritone. He serves as general manager for developer partnerships, cognitive engine ecosystem, and media ingestion for the Veritone platform. Learn more about our platform and join the Veritone developer ecosystem today.