As an Android user, I initially missed out on Siri. I often forget Cortana exists, and when Alexa arrived, I held off because it wasn’t Google. Okay, maybe I’m a bit of a Google snob. But now that I’ve had the chance to experiment with all the major players—and even develop apps for both Alexa and Google Home (aka Google Assistant)—it’s clear to me that Google Assistant stands out. That said, this post isn’t about picking favorites. It’s about exploring the broader world of Intelligent Personal Assistants (IPAs) and the opportunities they bring to both marketers and consumers.
The Evolution of Intelligent Personal Assistants
Two trends I’ve followed closely over the years are the need for deeper connections and the desire for simplicity without confusion. These needs have shaped technology’s trajectory. The progression from text chat to video chat to VR/AR is part of this evolution. As more technology enters our lives, more confusion follows. We’re still in the early stages of the IoT revolution, but the tech to manage and simplify these experiences is finally ready.
What Is an Intelligent Personal Assistant?
Today, I’m focusing on the big four: Google Assistant, Alexa, Cortana and Siri. IPAs are conversational bots that help users complete tasks. While each offers slightly different features, they complement each other well and the functionality across platforms is becoming increasingly similar.
At a basic level, IPAs provide fast answers to simple questions:
- “How cold is it outside?”
- “Who is the oldest person in the world?”
- “Why do people still use QR codes?”
But give your IPA access to your phone, calendar, and credit card, and it becomes a powerful organizational tool. The more it knows about you, the more helpful it becomes—whether that’s buying toilet paper or setting up reminders.
How Marketers Should Approach Intelligent Personal Assistants
The IPA space is evolving rapidly and marketers need to pay close attention. Privacy concerns remain a hot topic, especially with reports of IPAs accidentally ordering products based on TV commands. At the same time, new features are being introduced daily, from ordering Ubers to pizzas.
With Google Assistant now available across all modern Android phones, it’s become a direct competitor to Alexa, despite Alexa’s head start. For marketers, this is the perfect time to get up to speed and start leveraging the opportunities IPAs present.
Being First to Market
The biggest opportunity for marketers is being first to market with services on these platforms. Early adopters can claim prime real estate for user queries in their industry. For instance, Uber and Domino’s were some of the first services integrated with Google Home, offering quick and easy access to rides and pizza.
While Domino’s currently requires a specific trigger phrase, like “Order from Domino’s,” it won’t be long before IPAs remember your favorite services, allowing for simpler commands like “Order a pizza.” Being first to market ensures that as IPAs get smarter, your brand remains top of mind for relevant queries.
Building Deeper Connections
One of the most exciting aspects of IPAs is their conversational nature. Some, like Google Assistant, are particularly good at understanding context and follow-up questions. As artificial intelligence and machine learning improve, IPAs are setting new standards for what consumer-facing AI might look like.
In a world of conversational commerce, an IPA could help you do your grocery shopping, favoring brands you’ve interacted with before. This conversational channel offers unique opportunities to engage users in real time, creating contextually relevant experiences. Imagine a detergent brand stepping in with a solution when you ask how to remove a specific stain. IPAs blur the lines between brands and everyday companions, making them more than just products.
Control Without Confusion
As technology becomes more complex, IPAs offer a simple way to navigate the clutter. You no longer need to remember the “right” way to perform a task—your assistant will guide you. This creates an opportunity for brands to help consumers navigate their digital world more easily.
I’ve already seen companies using IPAs as customer support tools on websites, streamlining complicated user journeys. Tools like API.AI even allow you to customize your IPA’s personality, adding another layer of brand authenticity.
The Entry Point to IoT
Consumer IoT is still young, with products like Hue and WeMo leading the charge. But managing multiple apps for each device can be overwhelming. IPAs simplify this by integrating control into a single voice command. “Hey Google, turn on the lights and lock the front door” can replace the need to open multiple apps.
For brands in the IoT space, this is a golden opportunity. First-to-integrate companies will have a significant advantage as IoT adoption grows. The simpler the user experience, the more consumers will embrace these technologies.
This Is Just the Beginning
We’ve only scratched the surface. We’ve gone from keyword-based search to conversational interactions with instant answers. This shift impacts every part of the digital landscape, from search to creative. User experience will increasingly include voice design and developers will need to ensure their sites and apps are optimized for integration with IPAs.
Artificial intelligence is advancing quickly, with companies like Apple, Microsoft, Google, Facebook and Amazon making significant investments. Alongside the IoT revolution, there are massive opportunities to create deeper connections and more engaging experiences. IPAs are fun, useful and only getting smarter—this is just the start of what they can do.