Voice assistants have been part of the tech landscape since Siri’s debut in 2011, promising to revolutionize device interaction. While they saw rapid adoption in the 2010s, their transformative potential hasn’t fully materialized. Recent years have shifted focus from expansion to improving existing capabilities. The rise of generative AI (genAI), sparked by ChatGPT’s launch in 2022, has overshadowed voice assistants. However, this technology is now being integrated into voice platforms, potentially reinvigorating the field and raising user expectations for more sophisticated, context-aware interactions.

What are voice assistants?

A voice assistant is intelligent software that responds to voice commands and runs on various devices like smartphones, speakers, computers, tablets, wearables, gaming consoles, TVs, VR headsets, cars, and internet of things devices. Examples include Amazon’s Alexa, Apple’s Siri, Google Assistant, and Microsoft’s Cortana.

How do voice assistants work?

Voice assistants use AI natural language processing and machine learning to interpret human speech and respond in a human-like voice. Recent advancements in generative AI have improved their ability to understand context, generate natural responses, and perform complex tasks.

Voice assistant market share

ĢAV forecasts nearly 154.3 million voice assistant users in the US in 2025, a 3.3% YoY increase. The market is expected to grow steadily, reaching 170.3 million users by 2028. In 2025, Google Assistant leads with 92.4 million users, followed by Apple’s Siri (87.0 million) and Amazon’s Alexa (77.6 million).

Voice assistant adoption shows a “barbell effect,” with Gen Z and seniors leading growth due to their digital-native lifestyles and need for accessibility features, respectively. While smartphones remain the primary device for voice assistant use, the ecosystem includes smart speakers, wearables, and AI-powered smart glasses.

Benefits of voice assistants for companies and marketers

Interest in using generative AI solutions to streamline costs, increase efficiency, and scale organizations is growing. Voice assistants can help companies and marketing professionals by integrating established customer support services and collaboration tools, and developing company-specific versions.

  • Companies are integrating AI voice assistants into their call centers, often alongside AI customer support tools, including text-based chatbots. Banks like Bank of America and U.S. Bank have rapidly adopted these tools, with some using voice-activated commands. However, AI glitches and privacy concerns have left some customers wary, especially regarding sensitive data. Test your support voicebots thoroughly before public release.
  • Businesses can use developer-centric platforms—like Google’s Dialogflow and IBM’s Watson—to scale operations by integrating AI across various applications, including voicebots.
  • Recent SoundHound AI research reveals that with generative AI in their vehicles if available. This presents a significant opportunity for marketers in the automotive and related industries to leverage voice AI for in-car experiences and services.

What is the future of voice assistants?

The future of voice assistants lies in AI and machine learning integration, enabling better natural language understanding. They’re evolving to become more personalized, offering tailored responses and proactive assistance.

Amazon: Amazon in 2025 is expected to update its “Classic Alexa” with an This new version will feature more advanced conversational abilities and improved music functionality. While it will be available for $19.99 per month, Prime members will enjoy access at no extra charge. Leveraging Anthropic’s AI technology, Alexa+ is set to offer expanded capabilities such as image analysis, automated smart home routines, and the ability to complete complex tasks like buying event tickets or placing grocery orders.

Apple: In 2024, Apple introduced Apple Intelligence, an AI system integrated into iOS 18. The updates, which are being released in stages, enhances Siri’s capabilities as a personal assistant. Key improvements include:

  • Improved natural language processing for understanding complex queries
  • Improved context retention between requests
  • Ability to follow spoken and written instructions
  • Integration of user data (contacts, message history, calendars, etc.) for personalized responses.
  • “On-screen awareness” for understanding and acting on displayed content
  • Expanded in-app actions for complex tasks
  • Integration with OpenAI’s ChatGPT for enhanced conversational abilities

These updates aim to make Siri more intuitive, powerful, and competitive in the evolving AI assistant landscape.

OpenAI: allows users to interact verbally, and visually, with the genAI tool. Voice Mode claims to have human-like conversations, due to its quick audio response. Another feature is its live translation ability.

Google: While maintaining its lead in user numbers, Google Assistant faces increased competition. The company is leveraging its Gemini AI to enhance Assistant’s capabilities, particularly in natural conversation and complex task completion.

The expanding ecosystem of voice-enabled devices

While smartphones remain the primary platform for voice assistant use, the ecosystem is rapidly evolving to include a diverse array of devices:

  1. Smart speakers:By the end of 2024, 111.1 million US consumers will use smart speakers, ĢAV forecasts. Amazon Echo leads market share, followed by Google Nest and Apple HomePod.
  2. AI-powered smart glasses: Companies like Solos, Meta, and potentially Google are developing smart glasses with advanced voice capabilities, allowing users to interact with AI assistants in real time.
  3. Virtual and mixed-reality headsets: Meta is integrating its conversational AI assistant into Quest VR headsets, replacing basic voice commands with more sophisticated interactions.
  4. Connected cars: Major automakers like Stellantis and are integrating ChatGPT into their in-car voice systems for more natural conversations during navigation, search, and vehicle control.
  5. Other devices: The integration of voice assistants is expanding to earbuds, smart home appliances, televisions, and .

This proliferation of voice-enabled devices creates new opportunities for marketers to engage consumers, but it also raises important considerations about privacy and the evolving relationship between humans and technology.

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How should marketers capitalize on changes in the voice assistants market?

  1. Get ready for a search shake-up. As voice assistants get smarter with computer vision and AI, they might encroach on traditional search engines. Marketers need to account for voice and visual queries in their strategies.
  2. Think beyond a single platform. Voice assistants are a diverse sector. Create campaigns that work across different voice ecosystems to cast a wider net.
  3. Remember the “barbell effect.” Both Gen Z and seniors are big on voice tech, but for different reasons. Tailor your voice campaigns to both sides.
  4. Don’t ignore the car. With most drivers keen on in-car AI assistants, there’s an opportunity for marketers. Think about how your brand can fit into these on-the-go experiences.
  5. Take privacy seriously. Users are still wary about their data, so be upfront about how you’re protecting their information. Transparency is key in voice-based campaigns.
  6. Get personal (but not creepy). AI is opening up new ways to personalize voice interactions. Use this tech to create more engaging, relevant experiences for your audience.

ĢAV Resources on voice assistants

This article has been updated. Original was posted October 17, 2023.