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Voice-activated change: Marketing in the age of artificial intelligence and virtual assistants

Author

Listed:
  • Jones, Valerie K.

    (University of Nebraska-Lincoln, USA)

Abstract

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 will explore critical cases to describe the implications, applications and opportunities for voice-controlled personal assistants in marketing and advertising in the USA.

Suggested Citation

  • Jones, Valerie K., 2018. "Voice-activated change: Marketing in the age of artificial intelligence and virtual assistants," Journal of Brand Strategy, Henry Stewart Publications, vol. 7(3), pages 233-245, December.
    • Handle: RePEc:aza:jbs000:y:2018:v:7:i:3:p:233-245
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    Citations

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    Cited by:

    1. Badghish, Saeed & Shaik, Aqueeb Sohail & Sahore, Nidhi & Srivastava, Shalini & Masood, Ayesha, 2024. "Can transactional use of AI-controlled voice assistants for service delivery pickup pace in the near future? A social learning theory (SLT) perspective," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    2. Wenjia Ba & Haim Mendelson & Mingxi Zhu, 2020. "Sales Policies for a Virtual Assistant," Papers 2009.03719, arXiv.org.
    3. Hasan, Rajibul & Shams, Riad & Rahman, Mizan, 2021. "Consumer trust and perceived risk for voice-controlled artificial intelligence: The case of Siri," Journal of Business Research, Elsevier, vol. 131(C), pages 591-597.
    4. Rongbin Yang & Santoso Wibowo, 2022. "User trust in artificial intelligence: A comprehensive conceptual framework," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2053-2077, December.
    5. V. G. P. Lakshika & B. T. K. Chathuranga & P. G. S. A. Jayarathne, 2025. "The evolving role of AI and ML in digital promotion: a systematic review and research agenda," Journal of Marketing Analytics, Palgrave Macmillan, vol. 13(2), pages 288-307, June.
    6. Rosanna Cataldo & Martha Friel & Maria Gabriella Grassia & Marina Marino & Emma Zavarrone, 2025. "Importance Performance Matrix Analysis for Assessing User Experience with Intelligent Voice Assistants: A Strategic Evaluation," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 178(3), pages 1053-1079, July.
    7. Bettina Minder & Patricia Wolf & Matthias Baldauf & Surabhi Verma, 2023. "Voice assistants in private households: a conceptual framework for future research in an interdisciplinary field," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 10(1), pages 1-18, December.
    8. Chiara Bartoli & Costanza Nosi & Alberto Mattiacci & Francesca Bertuccioli, 2023. "Consumer–brand relationship in the phygital age: a study of luxury fashion," Italian Journal of Marketing, Springer, vol. 2023(4), pages 429-450, December.

    More about this item

    Keywords

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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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