Voice-based technology will have a huge impact on many industries. In just two years, 50% of searches are expected to be based on voice technology.
The penetration rate of this technology may vary depending on the user's age, geographic location, and literacy, but some markets and platforms already have a high penetration rate, and 10% of global searches are already voice-based searches.
There will be new winners and losers in this area, and existing brands will need to consider the impact of losing control of consumer dialogue during the acquisition process, which makes it harder to stand out from the competition.
However, the voice interface provides unprecedented opportunities for brands to interact with consumers in a very powerful new way, and at present, few brands take advantage of this.
The currently widely used functions are limited in scope and use. In terms of developing innovative content and experiences, and new services, there are still opportunities for brands now.
Those brands that can rise under this scenario are in a good position to increase market share. In addition, there are many tools on the market that allow users to easily conduct voice experiments with a minimum investment.
Our recommendation is to start a low-investment plan for service design and sound testing as soon as possible, possibly also in conjunction with marketing activities to allow your brand to take full advantage of the opportunities this technology brings.
What do we mean by "voice"?
In the context of this article, our definition of "voice" is an automated voice service. It covers all information from interactive text to practical tools, built-in custom hardware devices, and various applications in mobile phones and cloud applications, which can be accessed through brand products or virtual assistants of several major companies in the artificial intelligence industry. Conduct an interview.
A lot of publicity about voice-based technologies revolves around the popularity of smart speakers (75% of American households are expected to have smart speakers by 2020), and the "voice assistant" that comes with the audio. Several companies now allow third parties to directly integrate their smart assistants, a bit like apps on smartphones.
In addition, it should be noted that whether it is mentioned above or other voice assistants can also be used on other hardware (usually mobile phones and tablets), people can use mobile phone applications and deep operating system integration, but can also Use voice assistants by customizing hardware devices or even websites.
In many ways, the technology behind voice and robots is the same, but the difference between the two in terms of ecosystem and impact is enough to make voice technology a very important field.
A brief history of speech
Voice-based interactive interfaces have been around for decades, although their most influential aspect has been customer service calls. Most speech-related systems have encountered various problems, from speech recognition to complex ecosystems.
Five years ago, the accuracy rate of industry-leading speech recognition technology was only about 75%. The latest developments in machine learning technology, systems, and hardware have increased the accuracy of the best speech recognition systems to 95% to 97%.
Continue to approach and cross this cognitive threshold has become the biggest factor in the prosperity of the current voice industry. Humans recognize spoken words with an accuracy rate of about 95%, and can use context to correct errors. For most users, any automated system with lower recognition accuracy will disappoint them, so this is not commercially feasible.
The related development of machine learning in inference derivation (explained later) is also a huge contributing factor to industrial prosperity. A few years ago, this functional commercial system had crossed a similar threshold and promoted the prosperity of the robot industry; voice is actually a textless version of the robot.
The robot itself has been around for decades, but the ability to process natural language, rather than simply identifying keywords, has brought about dialogue-based interactions, which in turn has driven the recent explosive growth of related platforms and services.
In the current field of voice technology, the rise of virtual automation assistants is second to none. Although Siri (and some other less well-known voice assistants) have been around for many years, the rise of Alexa and Google Assistant heralds a broader platform approach.
These newly-made assistants will promote the entire ecosystem and functions on a series of devices. Alexa can control your lights, tell you what the meeting of the day is, and help you cook the dishes on the recipe.
Is voice technology just hype?
of course not. It's true that people's hype about voice technology is just like the previous hype of 3D printing and other "technologies that change our way of life", but the trend of interacting with computers through voice interfaces will continue.
In addition, there are a series of very convincing statistics, for example, more than 20% of mobile search is already based on voice search, and, by 2020, this proportion will rise to 50%. Perhaps more interestingly, there are some reasons behind these statistics that may be more worthy of our discussion.
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