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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
+416 925 5997

Susan Zwaal

Director, Human Resources

Ben Tarr


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On Leveraging Voice Technology

Leo Burnett Chicago Strategy Director Chadi Saab discusses how the growing use of voice assistants continues to shape the marketing landscape

As the widespread adoption of voice-recognition technology continues, the way people search for everything from map directions to new shoes will shift accordingly. Voice technology has transformed the search engine's purpose from providing users with a list of results, to providing answers based off of intent conveyed through conversational cues.

For Leo Burnett Strategy Director Chadi Saab, the transition from sight and touch-based interactions to voice and sound has far-reaching effects, impacting both users and marketers. Users do not use keywords when talking with voice assistants, as they would in a traditional search bar. Rather, they speak to these devices with emotion and full sentences, expecting their device to provide direct answers. Saab sees this impacting marketers in two key areas: search-based and native advertising.

View Chadi's interview for more on these impacts and his thoughts on this key disrupter in the industry. Also, watch out for more sit-downs like these, as we shine a light on the viewpoints, passions and insights from some of our leading minds in Planning.