As voice-enabled devices such as smart speakers, smartphones, and in-car systems become increasingly widespread, organisations are switching from a desktop- or mobile-first strategy to a conversational strategy, which can be exclusively speech based or can involve the graphical user interface supporting voice interaction.
And as brands assert their presence in the voice-enabled space, they become aware of the challenges inherent to distinguishing themselves in this crowded, complex, and rapidly changing environment.
We are in the midst of a shift from predominantly graphical user interfaces (GUI) towards a variety of AI-driven user interfaces, with an increasing diffusion of conversational interfaces, e.g. chatbots and voice interaction.
