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"Danielle Reubenstein, executive creative director in the mobile division of the ad agency Possible, said she had been urging brands to view smart speakers as a way to connect with people rather than as a means to sell products - at least for now." "These are still early days for marketing on voice devices. Ms. Reubenstein compared it to when brands began making apps for mobile devices. But over time, she said, voice interactions will begin to replace many of the activities that people are conducting on screens."

Après le voicebot, le callbot? souhaitons-nous vraiment déléguer l'intégralité de la relation avec les «vrais gens» à des robots ? déshumanisation des services marketing ?

"Dans le cas spécifique de la collecte de données physiologiques, en particulier faciales et vocales, nécessaire à certains ciblages émotionnels, les responsables de traitement ne peuvent utiliser ces données à des fins de réidentification, à défaut de quoi ces données entreraient dans le champ très encadré des données biométriques, qualifiées de données sensibles au sens du RGPD."

Trouver sa voix ! Telle est la question du marketing. Derrière cela, plusieurs questions / angles à voir : - utilité vs divertissement - quel est le rôle de l'auditeur - écosystème de conversation avec les objets connectés.

"Parental supervision via voice assistant won't be limited to what happens at home. Amazon announced that it will roll out new Alexa education skills in partnership with education tech companies like Blackboard, Canvas, and Coursera. Students, and their parents, will shortly be able to ask Alexa about homework or for updates posted by teachers on those platforms to stay up to date on classroom activities." "Amazon wants to increase its market share among children, and make them loyal to the voice assistant at an early age. But with children, parents are the gatekeepers. It remains to be seen if the family-friendly features and increased transparency are enough for parents to trust Alexa interacting with their children after the many privacy breaches. If successful, it could set the template for how voice assistant developers approach the market for the younger audience. Still, there's no guarantee any of it will be enough to appease worried parents or head off the kind of regulation Amazon and other voice assistant makers want to limit."

"Aujourd'hui, nous avons une logique expérientielle, nous croyons beaucoup dans la voix" Florence Chaffiote Directrice Marketing, Digital et Innovation de Monoprix.

page 15 "[...], we are also seeing personal assistants, like Alexa and Siri, seeking to pick up on the emotional undertones of human speech, with companies even going so far as to patent methods of marketing based on detecting emotions, as well as mental and physical health. The AI-enabled emotion measurement company Affectiva now promises it can promote safer driving by monitoring "driver and occupant emotions, cognitive states, and reactions to the driving experience...from face and voice." Yet there is little evidence that any of these systems actually work across different individuals, contexts, and cultures, or have any safeguards put in place to mitigate concerns about privacy, bias, or discrimination in their operation. Furthermore, as we have seen in the large literature on bias and fairness, classifications of this nature not only have direct impacts on human lives, but also serve as data to train and influence other AI systems. This raises the stakes for any use of affect recognition, further emphasizing why it should be critically examined and its use severely restricted."

"Voice search may also make it easier for a customer to leave reviews, as well as increase the importance of them. Rather than having to log in and type out a review, it can be as simple as your device asking you, "How do you like the backpack you ordered? How many stars would you give that product?" This becomes important when it comes time to shop: Nearly 85% of voice shoppers are confident in the recommendations given to them by their digital assistants. Having great reviews will be more important than ever -- otherwise, a product runs the risk of never being seen by the voice shopper." "My biggest advice to brands is to start by having a defined voice engine optimization strategy. Once you define your strategy, you should work on building a keyword list specific to voice search. "

La bataille pour le référencement : "En vocal, la donne change. Le moteur de recherche recommande davantage une réponse qu'il n'en propose. "L'assistant proposera un, deux, voire trois items. Mais ne pourra proposer l'offre complète sous peine de perdre l'utilisateur. Donc soit vous serez dans les 3 premiers, soit vous n'existerez pas" La voix comme "identité de marque" : "Pour personnaliser le bot, il faut donc lui attribuer des traits de caractère, des défauts, des qualités, travailler son ton [...]". Des hybridations nécessaires : "Plus un article sera technique, nécessitant une description longue et détaillée, plus il sera difficile à commercialiser vocalement.[...] Mais de nouveaux devices, dotés d'un écran arrivent sur le marché. Ils permettent de combiner vocal et visuel. Dans ce cas, la commande sera simplifiée"."

"Pour l'heure, ces assistants se présentent sous la forme de petits cylindres, semblables à des diffuseurs d'huiles essentielles, à placer au cœur de son appartement. Mais leur forme va très vite changer." "[...] les assistants numériques sont même appelés à suppléer les applications de notre smartphone. «Malgré leur succès, il commence à y avoir une certaine lassitude à l'égard des applications. Un assistant pourrait toutes les remplacer pour vous faciliter la vie. Plus besoin d'ouvrir tel ou tel programme pour accéder à un service ou consulter une information.»" "La voix sera le prochain facteur de disruption dans le monde numérique. Les progrès de l'intelligence artificielle sont accessibles à tout le monde. Et d'ici peu, lorsque vous direz à Alexa «j'aimerais Running Man», le système saura, en vous connaissant, si vous désirez le roman de Stephen King ou le film d'action.»" "Un récent sondage mené par la société de marketing britannique Code Computerlove a donné des résultats surprenants, montrant que les assistants sont largement sous-exploités. Ainsi, un possesseur d'un assistant sur cinq l'utilise comme… minuteur pour cuire un œuf. " "Mais il y a aussi des inquiétudes: 80% des utilisateurs craignent qu'Amazon, Google ou Apple n'enregistrent leurs conversations privées."

"This episode is all about U.S. smart speaker adoption data and trends and what it tells us about the future of voice assistant use worldwide. Jeff McMahon (CEO Voicify), Jason Fields (Chief Strategy Officer Voicify), and Ava Mutchler (Voicebot) join host Bret Kinsella discussing data from the recent 2019 U.S. Smart Speaker Consumer Adoption Report. Topics include the smart speaker rate of adoption, killer app use cases, device market share, changes from 2018, and voice app discovery challenges and solutions. "

Michaël Boumendil de Sixième Son "assimile le « voice commerce » à un monde de centres commerciaux où les clients sont tous aveugles, où l'expérience client n'est plus visuelle mais purement sonore. Et il met en garde les marques : « C'est une galerie marchande dans laquelle les marques louent des espaces mais où il est difficile, parfois impossible, de connaître l'enseigne. La seule enseigne qui émerge, c'est Alexa ou Google ! Dans cet univers-là, les marques font face à un immense challenge pour exister… »"

"Amazon.com Inc. employs thousands of people around the world to help improve the Alexa digital assistant powering its line of Echo speakers. The team listens to voice recordings captured in Echo owners' homes and offices. The recordings are transcribed, annotated and then fed back into the software as part of an effort to eliminate gaps in Alexa's understanding of human speech and help it better respond to commands. " "In marketing materials Amazon says Alexa "lives in the cloud and is always getting smarter." But like many software tools built to learn from experience, humans are doing some of the teaching." "In Alexa's privacy settings, the company gives users the option of disabling the use of their voice recordings for the development of new features. A screenshot reviewed by Bloomberg shows that the recordings sent to the Alexa auditors don't provide a user's full name and address but are associated with an account number, as well as the user's first name and the device's serial number." "Apple's Siri also has human helpers, who work to gauge whether the digital assistant's interpretation of requests lines up with what the person said. The recordings they review lack personally identifiable information and are stored for six months tied to a random identifier, according to an Apple security white paper. After that, the data is stripped of its random identification information but may be stored for longer periods to improve Siri's voice recognition. At Google, some reviewers can access some audio snippets from its Assistant to help train and improve the product, but it's not associated with any personally identifiable information and the audio is distorted, the company says. "

"Avec la démocratisation des assistants vocaux, la question du branding sonore refait surface. Mastercard s'accorde à la tendance et dévoile à l'occasion de la semaine des GRAMMY Awards, une pimpante signature mélodique." "Si Mastercard prend ce virage, c'est en parti lié au développement du vocal. Le communiqué de l'annonce souligne que « le shopping vocal va générer 40 milliards de dollars d'ici à 2021« , qu'il est donc "important de connecter les marques avec les consommateurs de manière différente".

"En France, on compte  1,7 million d'utilisateurs d'enceintes à commande vocale. Ils affichent un taux de satisfaction supérieur à 70 %. Mais 28% des français jugent cet équipement inutile.   Dans ce contexte,  nous avons analysé les pratiques des consommateurs pour les marques d'enceintes intelligentes sur les réseaux sociaux et les avis des non-utilisateurs."

"Amazon's popular voice assistant Alexa ended 2018 with 40,000 developers in India and 20,000-plus skills as the US retail giant raced to capture the smart speaker market in the country." ""We want Alexa to be everywhere. We want anybody, through a voice command, to do any task. Alexa's engineering team builds alarms and shopping lists, but a lot of customer experiences can be built by developers. We don't want to restrict Alexa skills building to only Amazon," said Dilip RS, country manager for Alexa skills, Amazon India."

Synthèse du colloque Vox Machine (1/2)