PERSPECTIVES
On conversation, voice, and the future of brands.
24 articles on voice assistants, conversational experience, and the platform to run them over time.
Conversational AI Promised Everything, And Delivered Almost NothingConversation was going to revolutionize commerce. Two years later, most brands have a bot they don't know what to do with.10 June 2026
The Wrapper Trap: Why Copying ChatGPT Destroys Your Brand90% of 'brand AI assistants' are wrappers. Fast to deploy, easy to copy — and incapable of building a real relationship.3 July 2026
Digital Teams and Voice: Between Fascination and ParalysisAgencies, CTOs, CMOs — all convinced that voice is the future. Yet concrete projects lag. Frameworks are missing.8 July 2026
Multimodal Is a Craft, Not an APIAdding a voice/text toggle doesn't make a multimodal experience. The real question: how does the agent know what the user is looking at?10 July 2026
When to Use Voice, and When to Stay SilentVoice everywhere, all the time — that's the temptation. But voice occupies mental space. Used poorly, it frustrates more than it helps.15 July 2026
Perceived Latency: The Invisible KPI Killing Voice ExperiencesTeams measure conversion rates, not assistant response times. It's a costly mistake.17 July 20266 of 24
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