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

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

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.

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