Nobody thinks about the mental or physical work that a smile takes, but such is the power of emotional response: a powerful decision-making force that can veto logical decisions in less than a second. The very same applies to the control of the spoken word.
It’s one of our natural abilities and comes to an average person with zero effort. Our spoken language is the most effective and natural form of our abilities to communicate. Unfortunately for us, computers were not capable of listening to the spoken word and so the Voice User Interface was capped to the modification of our spoken language. We’d have to speak canned commands into a remote’s microphone and mold our language patterns to fit something the computer could understand, lifeless and emotionless. Until now.
Today’s new generation of voice assistants allows us to have a conversation almost as we would with a human being. Now, it is the machine that molds its inputs and responses to our natural spoken language. This is a new way to interact with your TV experience, a new (and much needed) emotional connection that brings viewers and videos closer than ever.
The power of today’s Voice Assistants extends to the ability to connect multiple experiences using one universal communication channel. Once fully adopted by a user, this channel becomes a trusted and reliable front for daily communication in all aspects of the user’s content experience. This level of trust spills over into both new and existing experiences that use the voice channel as a filter for preferred content, including TV. This voice-driven channel then has the potential to make on-boarding and introduction of new apps and experiences significantly easier by establishing a near-immediate trusted relationship between the app and the user. Brands could leverage this channel service to establish a dialogue with its audience to learn and exchange valuable information about their intentions, preferences, and habits among multiple devices and applications.
All of this can be driven through an even more empowering tool of data collection – voice analytics. The users tone, volume, and other natural emotional aspects can be collected and taken far beyond the typical forms of data collection through conventional methods. The result has the potential to craft a much more realistic and highly personalized picture of each individual user: who, what, where, but more importantly, why. The picture that provides the gateway for systems to evolve into the next generation of user experience – artificial intelligence.
So, what can be done today?
Accedo is breaching the world of Voice and TV through initiatives that will take the video experience to the next level in terms of level of consumption, ease of use, accessibility, and delight. We are developing technology that could connect these voice assistant devices to any of our video applications on any platform. It’s this platform agnostic approach that would make it a powerful tool in conquering this exciting area of voice on TV. This, of course, requires a completely different approach that would make it a powerful tool in mastering this rapidly growing concept of voice for TV. The real beauty of it lies in the truly agile nature of accessing and displaying information, which has the potential to make complex navigational tasks feel trivial. Users could find themselves mapping a path that would fit no site map or menu structure, but instead following whatever spark of interest they capture. This new approach could completely change user behavior and improve overall user satisfaction. Most importantly, it could dramatically increase time spent in content consumption instead of browsing or navigating through navigational structures.
Voice interactions could also greatly improve the quality of conventional data analytics. Countless generations of TV apps were designed and developed around analyzing user’s remote control behavior, but how many of them are based on analyzing the emotions and intentions behind each button press? If users never ventured beyond the home page, does this mean there is no interest in further exploration or is it because too much effort is required to navigate the limited paths of structured menus and restrictive exploration options? Would the user’s behavior change without these limitations and restrictions, if they instead had immediate access to any available content with a simple spoken word?
Voice is a powerful and natural way to interface with the technology around us as well as a new and exciting way to connect with existing experiences such as TV. It’s time to make a deeper, more emotional and natural connection between your digital brand and its audience. It’s time to find your voice.
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