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Many companies have now recognized that voice search can be used to implement new marketing measures. Examples of how voice search can be used come primarily from the B2C sector.

The website sendmeasample.net, for example, works with the reward principle. The process is incredibly simple. Users receive free samples from their favorite brands. All they have to do is ask their voice assistant, "Send me a sample." The user is thus encouraged to interact and receives a "reward."

An example from the fashion chain C&A shows how voice-based user behavior can be further developed:

With Dynamic Voice Activated Ads, the company relies on the combination of voice and online shop. The whole process is implemented with a special ad. It reacts to voice and interacts with the user. The customer can communicate with the ad as follows: "Hello C&A, show me a different outfit." The ad changes accordingly, and new items of clothing, for example, appear. A link to the online shop makes it possible to purchase the products directly.

Anyone who engages with voice-based job seekers database search also encounters negative side effects. The biggest obstacles to voice search are poor speech recognition and concerns about data protection. In a Statista survey, 78% of users stated that the software's sometimes error-prone speech recognition speaks against using the voice assistant. And 62% of respondents cited data protection concerns as a negative argument. These reasons apply not only in private settings but can also prove to be real stumbling blocks for businesses.

Opinions about voice assistants vary. But voice search is constantly improving. And it's becoming increasingly popular. This is demonstrated by increasing user numbers – now and in the future.