Arguably, Voice technology and voice search have been adopted faster than any other technology. Analyst estimates on smart speaker penetration in the U.S. range from 40 to almost 80 million devices by the end of this year.
There has been quite a lot of anticipation and hype centered around voice tech, and despite that, these devices haven’t emerged yet as a viable marketing or commerce platform. It’s due to the fact it’s still in the “early days,” or that there are other issues and challenges that it has to deal with.
Rebecca Stone, LiveRamp’s VP of Marketing, who leads the identity resolution company’s efforts to bridge the omnichannel experience, weighed in on the current state of smart speakers and what needs to happen for them to realize their marketing and commerce potential.