“Brands now have the opportunity to infuse rich personality and achieve voices with an authenticity all their own,” Tushinskiy said. “For those that do so, the prize is higher engagement and deeper brand loyalty.”
Many might not consider the context of a voice experience — is the consumer scrolling on their phone? Listening to a podcast? According to Tushinskiy, this context can make or break the interaction’s success.
“Customers will hold a higher appreciation for brand experiences that genuinely appreciate their own circumstances,” he said.