Date of this Version
Journal of Brand Strategy 7:3 (Winter 2018–19), pp. 239–251.
The Internet of Things promises to make relationships with technology more personal than ever. Voice-controlled virtual or artificial intelligence assistants such as Amazon’s Alexa or Google Assistant execute the commands of their users, providing information, entertainment, utility, and convenience while enabling consumers to bypass the advertising they would typically see on a screen. This “screen-less” communication presents significant challenges for brands used to “pushing” messages to audiences in exchange for the content they seek in hopes of creating preference. It also raises ethical questions about data collection, usage, and privacy. Little is known about the role marketing will play in the increasingly connected, voice-controlled home. This case study explores critical cases to describe the implications, applications, and opportunities for voice-controlled personal assistants in marketing and advertising in the USA.
Broadcast and Video Studies Commons, Communication Technology and New Media Commons, Journalism Studies Commons, Mass Communication Commons, Public Relations and Advertising Commons, Social Influence and Political Communication Commons