Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • What makes people believe they can trust their smart device?
  • What makes people believe they can trust their smart device?
    Theo Decker (2020) ©
Science

Hey Siri?! The science of smart tech trust

With more time spent at home, the use of voice assistants has risen but many remain wary. What’s important for building trust in these devices? Canvas8 spoke to Jonas Föhr, a marketing and consumer researcher, to understand how people create and maintain trust with voice assistants.

Location Global

Scope
In October 2020, Amazon – in partnership with Droga5 – released two spots as part of its ‘a voice is all you need’ campaign to promote the Alexa smart home device. In one tongue-in-cheek spot, an Alexa user requests repeats of a battle scene he keeps missing on TV while he does the ironing. And in another, we see the protagonist interrupting an opera performance to request the singer changes track – mimicking a real-life application of what the tech enables. The campaign highlights how Alexa can make life easier than people might ever imagine.

Voice ...

Canvas8

Related

  • Article image What’s the next step for accessible digital design?

    The pandemic has exposed how the visually-impaired community is being failed by poor web and app design. This report examines the implications of the growing ‘senior surfer’ cohort and opportunities for brands to increase revenue and build a stronger society through user-centric design.

  • Article image How are Americans embracing voice commerce?

    Homes are increasingly controlled by voice tech, but people have been slower to turn to it for purchases, especially for high-value items. How is low consumer trust and the user experience delaying mass adoption? And how can brands get ahead before it becomes a mainstream payment method?

  • Article image How is smart home tech getting more intuitive?

    More and more Americans are harnessing connected devices as household guards, secretaries, and entertainers. But as privacy fears mount and constant notifications add to digital fatigue, tech risks wearing out its welcome in the home. How can gadgets be better integrated into domestic settings?

  • US voice assistant ownership shows increase in trust US voice assistant ownership shows increase in trust

    Research has found that nearly half of Americans own a digital assistant, and that number is only expected to grow. As more and more people integrate voice tech into their daily lives, brands have an opportunity to add skills and features that help people to streamline their everyday tasks.