37.6% of Marketers Now Believe ‘Significantly’ in Voice Assistance as Marketing Channel

As artificial intelligence (AI) continues to rise in importance among marketers, new research suggests that more are focusing on voice assistants as a marketing channel.

Voicebot.ai recently published “The State of Voice Assistants as a Marketing Channel” report, and statistics showed that most marketers (37.6%) believe “significantly” in voice assistance as a marketing channel. This is compared to just 11.5% who only said “somewhat” and 11.5% who stated “not at all.”

The majority of marketers (38.9%) are “moderately optimistic” about voice product search, while 29.2% are “very optimistic.” In terms of voice commerce, most respondents (35%) are also “moderately optimistic,” and 27.1% are “very optimistic.”

That being said, there is still headway to be made in terms of adoption. The majority of marketers (33.3%) say they are “interested but not fully on board yet” in regards to integrating voice assistants.

Unlocking the Potential of AI in Marketing

In regards to AI as a whole, marketers are just now starting to integrate it into their overall strategies, according to previous research.

According to a report published by Albert and Forrester titled “Harnessing AI’s Potential,” only 26% of marketers who have fully adopted an AI-driven marketing solution describe it as AI-autonomous, or collaborative in practice. This indicates that they collaborate with AI, rather than operate it.

Just 39% of marketers claim that AI can play a critical role in creative development, and only 34% believe it can provide insights into additional business functions.