Why Brands Must Form an Identity to Retain Customers in the Voice Economy

Conversation and compassion are expected of marketers today

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Not so long ago, we’d only initiate a conversation with a brand if something had gone wrong, but we’re now starting to use conversation to do much more: to explore options, to make purchases and even to investigate medical issues.

Whether it’s in the form of instant messaging or voice-user interfaces, conversation is becoming an ever-present part of the entire experience chain. What impact will this conversation renaissance have on brands? And if artificial intelligence starts to express the nature and personality of a company by holding conversations with users, how should we build brand into that AI?

The new conversation

Already, we’re seeing a range of brands using conversation for different ends, leading the way for dialogue to become an integral part of the brand experience.



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This story first appeared in the March 12, 2018, issue of Adweek magazine. Click here to subscribe.