- 9 out of 10 companies recognize the importance of voice-enabled experiences and plan to increase investment in voice technology. - While few organizations currently offer comprehensive voice services, almost all expect to offer basic voice-enabled skills or actions within the next two years, with more than 40% planning releases in 2019. - The top priority for brands is developing voice services for search, followed by making purchases, checking orders, and offering promotions, with most aiming to release their high-priority services this year.

1. State of Voice Technology for Brands
Adobe Analytics Survey | March 2019 | Based on responses from 400 organizations

2. Voice Technology | March 2019
9 out of 10 companies recognize the importance of voice-enabled experiences.
67%
27%
Very important Somewhat important Not important
• 94% plan to increase their investment in voice next year
• 90% already have resources in place to implement voice
experiences
• 90% have organizational buy-in on the development and
support of voice experiences
• 91% are making significant investments in voice enabled
experiences
How important are voice-enabled experiences
to your organization's consumers. (US, Mar 2019)
Source: Adobe and Advanis
6%

3. 22% 19% 21%
44%
40% 33%
27%
31%
32%
6% 7% 11%
Basic voice enabled
skill/action
Multiple voice enabled
skills/actions
Revenue generating voice
enabled experiences
Already released Planning to release this year
Within 1-2 years Within 3-5 years
More than 5 years / no firm plans
• 20% of the respondents have already released
voice app
• More than 90% of the respondents will have a
voice app within 1-2 years
• Most auto, media & entertainment, and sports
companies are developing or have released a
voice app.
• Financial Services (and to a lesser extent Travel
& Hospitality) organizations are more likely to
be in early stage investigation
• Nearly 33% of organizations that “outperform”
their peers in digital maturity have already
offered voice apps
Source: Adobe and Advanis
Voice Technology | March 2019
More than 40% plan to release a voice app in 2019
When are brands planning to release voice-enabled services.
(US, Mar 2019)

4. Voice Technology | March 2019
IT is most likely to be involved with
voice development.
Few organizations have a thorough offering
of voice enabled services, but almost all
anticipate offering these services within the
next two years – a significant number
expect to release a basic skill/action in 2019.
Source: Adobe and Advanis
What department or
departments are overseeing
development of voice-enabled
strategies. (US, Mar 2019)

5. 3%
4%
5%
6%
Voice Technology | March 2019
The vast majority believe voice will benefit their organization.
Improve user experience Drive conversion/increase revenue Increase consumer engagement Increase consumer loyalty
Strongly agree Somewhat agree Disagree
Source: Adobe and Advanis
What customer behavior will voice-enabled experiences improve. (US, Mar 2019)
26%
71%
3%
66%
29%
5%
65%
31%
4%
64%
30%
6%

6. Voice Technology | March 2019
The most important metrics to gauge voice technology are
Returning Users and Engagement.
Number of
returning
users
EngagementRevenue/
Conversion
Success &
error rates
Session
length
Session
frequency
Number of
users
authenticated
User falloutIntent
42%
40%39%
36%
28%28%28%
22%
18%
Source: Adobe and Advanis
What is the preferred metric to gauge performance of voice-enabled experiences. (US, Mar 2019)

7. 45%
45%
44%
41%
41%
33%
33%
22%
Make a new purchase
Tracking orders
Renew/refill order
Search (sales, promotional offers, product research)
Get general info (hours, address, etc.)
Check rewards status
Offering promotions/coupons
Leisure (play a game, check game stats)
Voice Technology | March 2019
There is not one voice-enabled interaction that stands out as a higher priority.
Source: Adobe and Advanis
Companies predict a doubling of
voice enabled experiences
within the next year
What new voice-enabled interactions are organizations prioritizing. (US, Mar 2019)

8. 39% 35% 32% 32% 32% 32%
35% 46%
39% 39% 38% 41%
24%
17%
24% 25% 24%
24%
Offering
promotions /
coupons
Check rewards
status
Make a new
purchase
Search Renew / refill
order
Tracking orders
More than 5 years / no firm plans
Within 3-5 years
Within 1-2 years
Planning to release this year
Already released
Voice Technology | March 2019
Most brands are releasing their high-priority, voice interactions this year.
Source: Adobe and Advanis
70% of companies
in the Travel
industry plan to
release a voice-
enabled Search this
year vs. 39% in
other industries.
When are brands planning to release high-priority, voice-enabled interaction. (US, Mar 2019)

9. 63%
62%
39%
30%
16%
1%Other
53%
35%
10%
Strongly disagree
Somewhat
disagree
Somewhat agree
Strongly agree
Amazon Alexa
Google Assistant
Siri
Cortana
Bixby
Source: Adobe and Advanis Source: Adobe and Advanis
Voice Technology | March 2019
88% of companies are developing voice services for multiple platforms.
How likely will your organization develop voice-enabled
technology for multiple platforms.(US, Mar 2019)
What platforms are organizations developing voice-
enabled technology for. (US, Mar 2019)

10. 78%
75%
78%
73%
71%
66%
73%
58%
61%
65%
58%
61%
60%
64%
60%
51%
34%
29%
32%
31%
29%
28%
23%
22%
3%
4%
3%
5%
7%
8%
7%
19%
Get general info
Make a new purchase
Search
Renew/refill order
Tracking orders
Check rewards status
Offering
promotions/coupons
Leisure
Voice Technology | March 2019
Voice-enabled interactions are catching up to web and mobile ones.
Source: Adobe and Advanis
What ways can consumers interact with a brand based on voice, web, and mobile. (US, Mar 2019)
None

11. 39%
29%
29%
26%
25%
20%
Getting buy-in from other areas of the organization
Lack of time to develop voice
Lack of investment dollars to develop voice
Not able to measure ROI for voice
We don't have the team in house that we need
Uncertain if there is a use case for voice
• Leaders see lack of ROI measures for voice
as a barrier more often than practitioners
(31% vs. 18%)
• Top concerns for voice development are
similar—privacy, security and SEO,
regardless of software platform
Voice Technology | March 2019
Organizational Buy-in is the biggest barrier for voice
Source: Adobe and Advanis
What are barriers to develop a voice enabled app
for your brand. (US, Mar 2019)

12. 71%
46% 43%
37%
22%
2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Mobile Apps Internet of Things Smart Home Artificial Intelligence Connected Cars Other
Voice Technology | March 2019
Development of a voice-enabled strategy is usually part of mobile.
Source: Adobe and Advanis
What technology is a voice-enabled strategy part of in an organization. (US, Mar 2019)