Voice Assistants Are Ubiquitous; Consumer Use Isn’t

Voice assistants are essentially ubiquitous, given their presence in the most common consumer devices such as smartphones, tablets, smart speakers, and smartwatches. Consumers across the globe use voice assistants for simple tasks like accessing information — but they don’t use them as a replacement for a broader set of online activities unless they need to be hands-free. As a result, only 13% of enterprises surveyed in Forrester’s Global Emerging Technology Executive Survey currently offer voice services — primarily for simple utilities such as retrieving common information, rather than (more complex) account access or package tracking that would require authentication.