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Chicago

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.