Examining the role of AI powered voice assistants - implications for marketers

  • McLean, Graeme (Principal Investigator)
  • Osei-Frimpong, Kofi (Principal Investigator)

Project: Non-funded project

Project Details


This project aims to investigate the role of artificial intelligent (AI) in-home voice assistants as a channel of service delivery. Artificial Intelligence (AI) has become an important topic amongst individuals and firms over recent years (Guzman, 2018), particularly given the growth of Voice Assistants (VAs). AI powered Voice Assistants including Amazon’s Echo, Google’s Google Assistant, Microsoft’s Cortana and Apple’s Siri have all contributed to the changing way in which individuals consume content, complete tasks, search for information, purchase products and interact with firms. McCue (2018) highlights that 27% of the global online population is using voice search, while it is predicted in-home voice assistants will see a growth of 1000% from 2018 to 2023 (Juniper Research, 2018). Accordingly, Gartner (2016) estimates that voice assistants will replace other technology such as PCs and laptop computers for many utilitarian shopping activities.

Given the alternative type of interaction, where voice assistants are largely controlled by voice, they differ in characteristics to other types of technology such as websites and mobile apps. Accordingly, this project aims to 1) uncover the factors driving the use of voice assistants and 2) understand the role of voice assistants in facilitating brand engagement.
Effective start/end date31/08/1831/07/21


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