The Rise of Voice Assistants: What Product Managers Need to Know
Voice assistants have become more than just a tech novelty. From Siri to Alexa and Google Assistant, these voice-driven interfaces have steadily grown in popularity, becoming an integral part of our daily routines. But the question remains: how do we, as product managers, best position our products in this rapidly evolving landscape?
It’s clear that voice technology is not only here to stay but is also transforming the way consumers interact with the digital world. As highlighted by PwC’s 2018 research, 72% of consumers are already using voice assistants. The catch? While adoption rates are high, usage patterns remain basic. For now, tasks like setting reminders or asking for the weather are the norm — voice-driven shopping or controlling complex smart home systems, however, is still relatively rare.
Why Now? A Growing Voice Landscape
It’s easy to see why now is the perfect time for product managers to dive deeper into voice technology. Consumer awareness of voice assistants is at an all-time high, with only 10% of respondents unfamiliar with the technology. Younger consumers are particularly driving adoption — though interestingly, they’re also using voice assistants less frequently than their older counterparts (particularly those between 25–49 years old). But while younger generations are adopting, their use is mainly concentrated at home. In fact, 74% of consumers use voice assistants at home, preferring privacy over using them out in public.
As adoption grows, the question remains: how can voice assistants evolve beyond basic tasks to genuinely transform consumer experiences?
Voice Assistants in the Context of Smart Homes: What Product Managers Need to Consider
With the rise of the Internet of Things (IoT), voice assistants are playing a crucial role in the growing smart home ecosystem. According to the same PwC survey, 44% of users have used voice assistants to control smart devices, and 89% of consumers consider voice compatibility when shopping for smart home products. This trend isn’t limited to just speakers and thermostats; the broader integration of smart technology with voice is paving the way for seamless, intuitive interactions.
For product managers in the smart home or IoT industry, the key takeaway is clear: if your product isn’t voice-enabled, you risk losing relevance. Whether it’s lights, security systems, or even refrigerators, making sure your products are voice-compatible is not just a luxury — it’s becoming a necessity.
Beyond Basic Tasks: Voice Commerce and the Consumer Trust Gap
While voice assistants are great for basic functions, we’re just beginning to scratch the surface of what they can do. One area that’s slowly gaining traction is voice-driven commerce (or v-commerce). According to PwC, 50% of consumers have already made a purchase using their voice assistant, but it’s often for smaller, low-risk items like dog food or toilet paper. A lack of trust and concern over security are barriers that hold many back from using voice assistants for larger purchases.
The trust gap is significant, with 46% of consumers concerned that their voice assistant won’t correctly interpret their order and 45% hesitant to send payment information through the assistant. In fact, privacy concerns are among the top reasons for this hesitation. Some consumers even expressed fears about voice assistants making recommendations based on conversations they’ve had with others in their homes. This underscores an important takeaway for product managers: building trust is essential for the future of voice commerce. Ensuring that your voice technology is accurate, reliable, and secure will be critical to capturing more than just casual, low-stakes transactions.
Personalization: How Far Is Too Far?
As voice assistants become more advanced, their ability to deliver personalized experiences will be key. Consumers want their voice assistants to understand their needs — whether it’s remembering past orders or offering tailored recommendations based on previous interactions. But here’s the catch: while personalization is an incredible tool for improving the user experience, over-personalization can make consumers feel uncomfortable.
One interesting finding from the PwC survey is that 73% of consumers are willing to accept ads that are personalized based on their previous interactions. But the line between useful personalization and invasive marketing is thin. For example, 57% of consumers said they would rather watch an ad on TV than hear one from their voice assistant, and most would prefer to have the ability to skip ads, approve when they’re played, or ensure they don’t interrupt other activities.
As a product manager, this insight suggests that the key to effective voice assistant advertising is control and transparency. Consumers want the ability to choose when and how they interact with ads. So, before rolling out any voice-driven advertising or personalization features, ask yourself: How can we respect the boundaries that consumers have set for their digital assistants?
The Privacy Challenge: Overcoming Concerns
While trust is a significant issue for voice assistants, so is privacy. In the PwC study, 18% of respondents said they would never use a voice assistant, and 50% of those cited concerns about privacy. These concerns are not just about voice assistants listening in on conversations, but also about who has access to personal data and what happens with that information.
For product managers, this means that designing voice technologies with privacy in mind will be a major differentiator. Protecting consumer data, allowing users to control their information, and ensuring that voice assistants aren’t perceived as “creepy” are all critical aspects of building long-term trust. Furthermore, 46% of consumers want voice assistants to confirm their identity before processing sensitive transactions. Implementing voice recognition technology to authenticate users could go a long way toward addressing these privacy concerns.
How Product Managers Can Set Themselves Up for Success
As voice assistants continue to grow in usage and sophistication, here are a few actionable takeaways for product managers who want to succeed in this space:
- Focus on Trust: Consumers will only embrace voice assistants if they trust them. This means delivering on promises of security, reliability, and transparency.
- Educate Consumers: Many users still aren’t aware of the full capabilities of voice assistants. A key opportunity for product managers is to offer clear guidance and education on what these tools can do.
- Prioritize Privacy: Ensure that your voice assistant doesn’t overstep the bounds of personal privacy. The more you can safeguard user data, the more consumers will feel comfortable using your product.
- Understand the Consumer Journey: Voice assistants are powerful tools, but their true potential lies in creating seamless, personalized experiences. Whether it’s through voice commerce or smart home integration, the future will be about intuitive interactions that make consumers’ lives easier.
Looking Ahead: The Future of Voice Technology
The road ahead for voice assistants is both exciting and challenging. With rapid advances in AI, IoT, and NLP, the possibilities are vast. But for product managers, success in this space hinges on a deep understanding of consumer needs and concerns. By addressing the key issues of trust, privacy, and ease of use, you can help shape the next generation of voice-enabled experiences.
As the voice revolution continues, the message is clear: voice assistants are not just a trend — they’re the future of how we interact with technology. And the products that successfully integrate with them will be the ones that win over the next generation of consumers.
Final Thoughts:
- How can your product embrace voice as a natural interface for your users?
- What steps are you taking to ensure consumer trust in your voice-enabled products?
- How will you navigate the fine line between personalization and privacy?
The time for voice-first thinking is now.
How will your product evolve to be part of the revolution?
