PERSPECTIVES

On conversation, voice, and the future of brands.

6 articles on voice assistants, conversational experience, and the platform to run them over time.

Conversational AI Promised Everything, And Delivered Almost Nothing

Conversation was going to revolutionize commerce. Two years later, most brands have a bot they don't know what to do with.

90% of 'brand AI assistants' are wrappers. Fast to deploy, easy to copy — and incapable of building a real relationship.

Agencies, CTOs, CMOs — all convinced that voice is the future. Yet concrete projects lag. Frameworks are missing.

Adding a voice/text toggle doesn't make a multimodal experience. The real question: how does the agent know what the user is looking at?

Voice everywhere, all the time — that's the temptation. But voice occupies mental space. Used poorly, it frustrates more than it helps.

Teams measure conversion rates, not assistant response times. It's a costly mistake.

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