Publication: AI-based voice assistants for digital marketing: preparing for voice marketing and commerce
AI-based voice assistants for digital marketing: preparing for voice marketing and commerce
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Mari, A., & Algesheimer, R. (2022). AI-based voice assistants for digital marketing: preparing for voice marketing and commerce. In N. Outi (Ed.), Contemporary issues in Digital Marketing (p. Kapitel 7-Kapitel 7). Routledge. https://doi.org/10.4324/9781003093909
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Artificial intelligence-based voice assistants (VAs) may alter the decision-making process throughout the entire consumer journey. With the distinction between humans and machines becoming increasingly blurred, VAs introduce biases and heuristics in consumer behaviour with consequences for digital marketing and e-commerce practices. The authors explain ‘why’ and ‘how’ marketing managers need to explore the challenges and opportunities posed by voice technologies and prepare to employ a combination of marketing and commerce initiatives
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Mari, A., & Algesheimer, R. (2022). AI-based voice assistants for digital marketing: preparing for voice marketing and commerce. In N. Outi (Ed.), Contemporary issues in Digital Marketing (p. Kapitel 7-Kapitel 7). Routledge. https://doi.org/10.4324/9781003093909
