To Exist in the Voice Era, Brands Need to Stop Appealing to the Abstract

Items with tangible value will be the most successful

When a product offers a value that consumers truly value, rather than an illusory one, those brands will see success with voice devices. Getty Images

Voice AI has opened a new frontier in marketing, and we’re already seeing the emergence of winners and losers. Moving forward in an automated world where value is all there will be casualties, and brands that sell illusions will be the first to die.

Ruben van Eijk is creative director at We Are Social Germany.