Voice-activated, AI-powered, assistants are everywhere, entering the homes of Canadians at unprecedented speed. According to Gartner, voice-activated devices will be in over 75% of our homes by 2020 - and that's in addition to the voice applications that already live on our phones. Top performers in this race are Amazon’s Alexa and Google's Assistant, followed by Apple’s Siri, Microsoft’s Cortana and Samsung’s Bixby. According to an article in the New York Times, Alexa might end up being the third most popular consumer OS, next to Google's Android and Apple's iOS. The appeal of voice is simply the almost complete absence of a learning curve. For the first time ever, computers and humans exchange information without humans having to learn the intricacies of an operating system. Alexa sales in the US are strongest in the over-60 market. The question for brands is, as always, how to create content that offers consumers genuine value. For food brands, this can mean everything from recipe content delivered in a cook-along format to going deeper
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