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Invite colleaguesVoice-activated change: Marketing in the age of artificial intelligence and virtual assistants
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.
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Author's Biography
Valerie K. Jones is curious about what is next. That curiosity fuelled an award-winning career at advertising agencies from Chicago to San Francisco, the creation of her own digital marketing consultancy, and a move to academia. She is now an Assistant Professor of Advertising and Public Relations at the University of Nebraska-Lincoln College of Journalism and Mass Communications. She brings over 15 years of expertise in integrated marketing communications, digital media strategy and analytics from Starcom, Fox Interactive, IBM, and her consultancy into her research and teaching. She now funnels her curiosity into research that focuses on the intersection of digital media, innovation and culture. She holds a master¹s degree in integrated marketing communications from Northwestern University.