While voice technology has seen considerable advancements in the past few years, it is still uncharted territory for many marketers. As marketers start to experiment with virtual assistants like Alexa and Google Assistant, creating skills or even developing their own chatbots, they need to be careful and take into consideration a few points that will ultimately set smart and intuitive brands apart from the rest.
1. Pick a voice that represents your brand.
When branding faceless technologies like voice assistants, marketers ranked tone of voice as the most important feature to consider, according to our report. The delivery must meet the message, otherwise brands risk creating a disjointed and potentially uncomfortable customer experience. For example, if your customer is dealing with serious issues, such as paying a loan or scheduling a doctor’s appointment, a serious voice will likely work best for the brand’s virtual assistant. If the assistant is responsible for making a restaurant reservation, marketers should choose a cheerful and upbeat tone to be more inviting.
In addition to keeping the tone of voice top of mind, brands should also be strategic when deciding what their voice assistant is actually going to say. As any marketing and communications professional knows, saying the right words in the right way is vital to building a brand. Every word put down on paper or published on a brand’s blog is a direct reflection of the company and its values. Marketers spend hours of time drafting and editing copy for press releases, case studies and company websites, and the same careful consideration must be applied when determining the words and phrases a voice assistant will be using to communicate with consumers. If anything, given the growing prevalence of voice assistants, as well as the personalized, human-like nature of the technology, getting brand voice right will play an even more important role.
2. Keep diversity top of mind.
Another thing to take into consideration when branding a voice assistant? The gender of the voice. We found that 54% of marketing decision makers have or are currently developing female voice assistants, while only 17% have or are developing male assistants. According to Kriti Sharma, VP of AI at SAGE, this could present a huge problem, as children who are growing up in households with smart assistants are learning that it’s OK to give orders to a female voice. While it’s not bad to have a female voice assistant, brands need to be mindful and carefully consider why they’re selecting a given gender or think about opting for a gender-neutral voice.
In addition to the gender of voice, brands must be thoughtful about the data set behind the development of the assistant. With voice assistants, information and access to a diverse set of consumer data will play a vital role in combating potential biases. By drawing from a diverse set of data, brands can ethically develop an assistant that resonates with a diverse audience of consumers. When designing voice assistants, brands must remember the politics behind age, gender, race and personality. We live in a time when consumers expect brands to take sides on political and social issues, and that means being sensitive to the needs and wants of a diverse consumer base.
3. Keep it natural, but transparent.
We are getting closer to artificially replicating the human voice, almost to the point where we cannot discern between an automated voice and a human one. Because of this, one of the big questions marketers, brands and consumers will face in years to come will be around the ethical development and deployment of voice assistant technology. Should it be required by law for brands to disclose if a consumer is talking to a virtual assistant or a human? Will consumers even care? As technology evolves, the laws will too (even if at a slower pace). In the meantime, marketers and brands must take the lead in developing and using voice technology in a smart and ethical manner.
While voice assistants are a great way to connect with consumers in a personal and engaging way, brands should be careful to avoid developing a voice assistant simply for the sake of having a voice assistant. As marketers explore this new channel, they must keep in mind that it’s ultimately an extension of a company’s brand. As such, voice assistants must be helpful to consumers and developed in a thoughtful and ethical manner.
