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Robin Langfield Newnham - Voice AI Presentation

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Apple's Siri, Amazon Alexa and Google Assistant are further accelerating the trend towards voice search. Marketers and merchants must prepare now for a future in which voice and virtual assistants play a much larger role in content discovery and driving conversions. This session explores how to optimise your content and user experience for a future in which half or more of all queries will be voice–driven.

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Robin Langfield Newnham - Voice AI Presentation

  1. 1. Robin Langfield Newnham - Creative Strategist, Kaizen Optimising For Voice AI In The Post-Website Era
  2. 2. ROBIN LANGFIELD NEWNHAM KAIZEN • Creative Strategist at Kaizen • We create content that’s made to be seen • The UK’s fastest growing independent agency • 20+ team of creative and technical pioneers • 3 award wins, 5 nominations in 2017/18 • Rob spends all week writing stories and then spends his weekend… writing stories • Proud owner of an Amazon Echo Dot • Gym rat
  3. 3. kaizen.co.uk/ai-voice-search/ DOWNLOAD THE SLIDES
  4. 4. “Alexa, I’d like to buy a video game”
  5. 5. “Alexa, I’d like to buy a video game” “Based on your order history, I’d suggest ‘Crash Bandicoot N. Sane Trilogy’ for Nintendo Switch. It’s £26, would you like to buy it?”
  6. 6. “HELL YES!”
  7. 7. DONE.
  8. 8. NO APP. NO BROWSER. NO SEARCH. VOICE-ONLY SHOPPING
  9. 9. HAHAHAHA.
  10. 10. VOICE SHOPPING ESTIMATED TO HIT $40 BILLION BY 2022 IN THE UK & US O&C Strategy Consultants – Feb 2018 https://prn.to/2tez9Ix
  11. 11. THE GROWTH OF VOICE SEARCH & ASSISTANTS
  12. 12. THERE ARE NOW OVER ONE BILLION VOICE SEARCHES PER MONTH Credit: Alpine.ai – Jan 2018
  13. 13. 40% OF PEOPLE NOW USE VOICE SEARCH ONCE PER DAY Credit: Comscore
  14. 14. 50% OF SEARCHES WILL BE WITH VOICE INTENT BY 2020 Credit: Comscore
  15. 15. 9.7 27 43.2 56 0 10 20 30 40 50 60 2016 2017 2018 (estimated) 2019 (estimate) Millions ALEXA & GOOGLE HOME DEVICES ARE SELLING LIKE HOTCAKES Credit: Associated Press & Statista
  16. 16. SIGNIFICANT ADVANCES IN VOICE TECH Capgemini – Jan 2018
  17. 17. 25% PERCENT OF PEOPLE PREFER USING A VOICE ASSISTANT TO SHOP OVER A WEBSITE Capgemini – Jan 2018
  18. 18. BRANDS WITH ALEXA SKILLS / GOOGLE HOME APPS
  19. 19. 5X THE NUMBER OF ALEXA SKILLS IN A YEAR
  20. 20. 65% Ask a Question 43% Play Music 43% Check Weather 42% Getting Directions 42% Timers, Alarms & Reminders 36% Product / Company Searches HOW PEOPLE USE VOICE ASSISTANTS Credit: Kaizen – May 2018
  21. 21. THE VOICE APPS OPPORTUNITY FOR BRANDS
  22. 22. WE ASKED 1,000 OWNERS WHAT TASKS THEY WISH THEIR VOICE TECH COULD DO
  23. 23. 24% Price Comparison 16% Make Payments 15% Budgeting Assistance 13% et an Insurance Quote WHAT PEOPLE WISH VOICE AI COULD DO 25% Check Bank Balance FINANCE Credit: Kaizen – May 2018
  24. 24. 29% Check Hotel Prices 28% Travel Updates 25% Flight Check In 21% Flight Availability WHAT PEOPLE WISH VOICE AI COULD DO 31% Check Flight Details TRAVEL Credit: Kaizen – May 2018
  25. 25. 44% Find Cheapest Option 27% Track Auctions 20% Item Returns 21% Product Suggestions WHAT PEOPLE WISH VOICE AI COULD DO 48% Delivery Tracking RETAIL Credit: Kaizen – May 2018
  26. 26. OPTIMISING FOR VOICE SEARCH & ASSISTANTS
  27. 27. ANSWERS ACTIONS
  28. 28. ANSWERS
  29. 29. USE KEYWORDTOOL.IO TO IDENTIFY LONG-TAIL QUESTIONS WITH VOICE INTENT
  30. 30. CREATE IN-DEPTH, MOBILE-FRIENDLY GUIDES THAT SUCCINCTLY ANSWER EACH QUESTION
  31. 31. Credit: https://moz.com/blog/what-we-learned-analyzing-featured-snippets STRUCTURE THE ANSWER TO MATCH HOW SNIPPETS APPEAR IN YOUR NICHE
  32. 32. PROFIT?
  33. 33. USE SEMRUSH TO IDENTIFY WHICH KEYWORDS CONTAIN A FEATURED SNIPPET RESULT PAGE
  34. 34. USE ‘ORGANIZATION’ SCHEMA.ORG MARKUP TO GAIN A KNOWLEDGE BOX SNIPPET ALLLOWS GOOGLE HOME TO PULL ANSWERS ABOUT YOUR BRAND
  35. 35. https://bit.ly/2EiV1DN • Information Satisfaction: The query answer meet the users needs • Length: answers must be succinct • Formulation: grammatical correctness ease of understanding • Elocution: spoken answers must have proper pronunciation. Search Speech Guidelines for Google Assistant
  36. 36. ACTIONS (SMART PHONES + SPEAKERS)
  37. 37. You’re going to need a bigger API WEB SEARC H APP VOICE AI
  38. 38. HOW ALEXA’S ‘CUSTOM SKILLS’ WORK Credit: https://developer.amazon.com/public/solutions/alexa/alexa-skills-kit/getting-started-guide Built with AWS Lambda or Web Service
  39. 39. HOW GOOGLE ASSISTANT’S “CONVERSATION ACTIONS” WORK Credit: https://developers.google.com/actions/develop/conversation Built with Node.JS & Conversation API
  40. 40. USERS CAN NOW ‘STREAM’ GOOGLE ASSISTANT APPS WITHOUT DOWNLOADING – OR KNOWING ITS NAME
  41. 41. SET PICKUP LOCATIONS CHOOSE VEHICLES ASK ABOUT THE STATUS OF THE RIDE
  42. 42. INSURANCE INFORMATION AND SUPPORT
  43. 43. ORDER FOOD TRACK ORDERS RE-ORDER PREVIOUS MEALS LEAVE REVIEWS FIND SPECIAL OFFERS
  44. 44. DEEP AI / MACHINE LEARNING
  45. 45. GOOGLE DEEPMIND
  46. 46. GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT HUMANS AT 23 GAMES VIA MACHINE LEARNING
  47. 47. GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT HUMANS AT 23 GAMES VIA MACHINE LEARNING 4 HOURS OF TRAINING TO LEARN THE ‘TRICK’
  48. 48. NOW DEEPMIND CAN NAVIGATE A DOOM-LIKE 3D MAZE JUST BY LOOKING
  49. 49. 49 GOOGLE HAS BUILT AN AI CALLED AUTOML. THAT’S DESIGNED IS TO CREATE CHILD A.I.s. AUTOML ACTS AS A CONTROLLER WHICH CREATES NEW A.I.s FOR A SPECIFIC TASK.
  50. 50. 50 AUTOML CREATED A “CHILD AI”, NASNET, TO IDENTIFY OBJECTS IN A VIDEO IN REAL TIME. AUTOML EVALUATED PERFORMANCE, IMPROVED ITS CODE, AND REPEATED THE PROCESS THOUSANDS OF TIMES.
  51. 51. THE CHILD AI OUTPERFORMED EVERY OTHER IMAGE RECOGNITION SYSTEM
  52. 52. MEET GOOGLE DUPLEX – THE A.I. ASSISTANT THAT COULD MAKE ROUTINE CALLS FOR YOU
  53. 53. WE CAN ONLY HOPE

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