Big Tech is already developing tools to make real voice commerce, or ambient shopping, a reality.
Web Services, told WWD. “It is the most efficient interaction tool, for when those assistants start being able to understand the context of where you are, what point you are in your retail inspiration, previous buying history and trends, etc.”
As voice commerce stands today, it’s most relevant for categories like groceries. That’s only logical, as people often use Alexa or Google Assistant devices to do things, like set cooking timers. But according to AWS, this footprint is expanding. Echo devices have landed in hotels and even surprising places, like gas stations.According to Gurney, voice tech for retail became even more interesting during the pandemic, as it offered another route for contactless payments.
The visuals are a crucial aspect of the experience, according to Carolina Milanesi, principal consumer tech analyst with market intelligence and strategy consulting firm Creative Strategies. Shopping for basics are one thing, but “if you’re thinking about makeup, or if you’re thinking about clothing, things get a bit more complicated,” she told WWD. “There’s color, different kinds of red, right?”
“While AI can’t eliminate that pain of loss, it can definitely make their memories last,” Rohit Prasad, senior vice president and head scientist for Alexa, explained at the event. But some critics found the feature creepy. On the consumer side, analysts wonder if voice-enabled smart speakers have already peaked. Several studies portray traction as slowing down across the market. According to Insider Intelligence data, the adult user base grew by 11.8 percent in 2020, but only increased by 2.9 percent in 2021. It anticipates more erosion this year, with growth of 2.6 percent.
This year, 42.7 percent of adults are projected to use a smartphone to engage with voice assistants every month. Of those who use conversational AI, the vast majority — at 91 percent — are using them on their phones.“Over half of Alexa customers are regularly using shopping features, and usage is growing quickly.
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