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Robin Langfield Newnham - Creative Strategist, Kaizen
Optimising For
Voice AI In The
Post-Website Era
ROBIN LANGFIELD
NEWNHAM
KAIZEN
• Creative Strategist at Kaizen
• We create content that’s made to be seen
• The UK’s faste...
kaizen.co.uk/ai-voice-search/
DOWNLOAD THE SLIDES
“Alexa, I’d like to buy a video game”
“Alexa, I’d like to buy a video game”
“Based on your order history, I’d suggest
‘Crash Bandicoot N. Sane Trilogy’
for Nint...
“HELL YES!”
DONE.
NO APP. NO BROWSER. NO SEARCH.
VOICE-ONLY SHOPPING
HAHAHAHA.
VOICE SHOPPING ESTIMATED TO HIT
$40 BILLION BY 2022 IN THE UK & US
O&C Strategy Consultants – Feb 2018
https://prn.to/2tez...
THE GROWTH OF
VOICE SEARCH & ASSISTANTS
THERE ARE NOW OVER ONE BILLION
VOICE SEARCHES PER MONTH
Credit: Alpine.ai – Jan 2018
40% OF PEOPLE NOW USE
VOICE SEARCH ONCE PER DAY
Credit: Comscore
50% OF SEARCHES WILL BE WITH
VOICE INTENT BY 2020
Credit: Comscore
9.7
27
43.2
56
0
10
20
30
40
50
60
2016 2017 2018
(estimated)
2019
(estimate)
Millions
ALEXA & GOOGLE HOME DEVICES
ARE SEL...
SIGNIFICANT
ADVANCES IN
VOICE TECH
Capgemini – Jan 2018
25% PERCENT OF PEOPLE PREFER USING A
VOICE ASSISTANT TO SHOP OVER A WEBSITE
Capgemini – Jan 2018
BRANDS WITH ALEXA SKILLS / GOOGLE HOME APPS
5X THE NUMBER OF
ALEXA SKILLS IN A
YEAR
65%
Ask a Question
43%
Play Music
43%
Check Weather
42%
Getting Directions
42%
Timers, Alarms &
Reminders
36%
Product / Co...
THE VOICE APPS
OPPORTUNITY FOR BRANDS
WE ASKED 1,000 OWNERS WHAT TASKS
THEY WISH THEIR VOICE TECH COULD DO
24%
Price Comparison
16%
Make Payments
15%
Budgeting Assistance
13%
et an Insurance Quote
WHAT PEOPLE
WISH VOICE AI
COULD ...
29%
Check Hotel Prices
28%
Travel Updates
25%
Flight Check In
21%
Flight Availability
WHAT PEOPLE
WISH VOICE AI
COULD DO
3...
44%
Find Cheapest Option
27%
Track Auctions
20%
Item Returns
21%
Product
Suggestions
WHAT PEOPLE
WISH VOICE AI
COULD DO
48...
OPTIMISING FOR VOICE SEARCH
& ASSISTANTS
ANSWERS ACTIONS
ANSWERS
USE KEYWORDTOOL.IO TO IDENTIFY
LONG-TAIL QUESTIONS WITH VOICE INTENT
CREATE IN-DEPTH, MOBILE-FRIENDLY GUIDES THAT
SUCCINCTLY ANSWER EACH QUESTION
Credit: https://moz.com/blog/what-we-learned-analyzing-featured-snippets
STRUCTURE THE ANSWER TO
MATCH HOW SNIPPETS
APPEAR...
PROFIT?
USE SEMRUSH TO IDENTIFY WHICH KEYWORDS
CONTAIN A FEATURED SNIPPET RESULT PAGE
USE ‘ORGANIZATION’ SCHEMA.ORG MARKUP
TO GAIN A KNOWLEDGE BOX SNIPPET
ALLLOWS GOOGLE HOME TO PULL ANSWERS
ABOUT YOUR BRAND
https://bit.ly/2EiV1DN
• Information Satisfaction: The query answer meet
the users needs
• Length: answers must be succinc...
ACTIONS (SMART PHONES + SPEAKERS)
You’re going to need a bigger API
WEB
SEARC
H
APP
VOICE
AI
HOW ALEXA’S ‘CUSTOM SKILLS’ WORK
Credit: https://developer.amazon.com/public/solutions/alexa/alexa-skills-kit/getting-star...
HOW GOOGLE ASSISTANT’S “CONVERSATION ACTIONS” WORK
Credit: https://developers.google.com/actions/develop/conversation
Buil...
USERS CAN NOW ‘STREAM’ GOOGLE ASSISTANT APPS
WITHOUT DOWNLOADING – OR KNOWING ITS NAME
SET PICKUP
LOCATIONS
CHOOSE
VEHICLES
ASK ABOUT THE STATUS OF THE
RIDE
INSURANCE INFORMATION AND
SUPPORT
ORDER
FOOD
TRACK
ORDERS
RE-ORDER PREVIOUS
MEALS
LEAVE
REVIEWS
FIND SPECIAL
OFFERS
DEEP AI / MACHINE LEARNING
GOOGLE DEEPMIND
GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT
HUMANS AT 23 GAMES VIA MACHINE LEARNING
GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT
HUMANS AT 23 GAMES VIA MACHINE LEARNING
4 HOURS OF TRAINING
TO LEARN THE ‘TRICK’
NOW DEEPMIND CAN NAVIGATE A
DOOM-LIKE 3D MAZE JUST BY LOOKING
49
GOOGLE HAS BUILT AN AI CALLED AUTOML.
THAT’S DESIGNED IS TO CREATE CHILD A.I.s.
AUTOML ACTS AS A CONTROLLER WHICH
CREAT...
50
AUTOML CREATED A “CHILD AI”, NASNET, TO
IDENTIFY OBJECTS IN A VIDEO IN REAL TIME.
AUTOML EVALUATED PERFORMANCE, IMPROVE...
THE CHILD AI OUTPERFORMED EVERY
OTHER IMAGE RECOGNITION SYSTEM
MEET GOOGLE DUPLEX – THE A.I. ASSISTANT
THAT COULD MAKE ROUTINE CALLS FOR YOU
WE CAN ONLY HOPE
Robin Langfield Newnham - Voice AI Presentation
Robin Langfield Newnham - Voice AI Presentation
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Robin Langfield Newnham - Voice AI Presentation

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Apple's Siri, Amazon Alexa and Google Assistant are further accelerating the trend towards voice search. Marketers and merchants must prepare now for a future in which voice and virtual assistants play a much larger role in content discovery and driving conversions. This session explores how to optimise your content and user experience for a future in which half or more of all queries will be voice–driven.

Veröffentlicht in: Marketing
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Robin Langfield Newnham - Voice AI Presentation

  1. 1. Robin Langfield Newnham - Creative Strategist, Kaizen Optimising For Voice AI In The Post-Website Era
  2. 2. ROBIN LANGFIELD NEWNHAM KAIZEN • Creative Strategist at Kaizen • We create content that’s made to be seen • The UK’s fastest growing independent agency • 20+ team of creative and technical pioneers • 3 award wins, 5 nominations in 2017/18 • Rob spends all week writing stories and then spends his weekend… writing stories • Proud owner of an Amazon Echo Dot • Gym rat
  3. 3. kaizen.co.uk/ai-voice-search/ DOWNLOAD THE SLIDES
  4. 4. “Alexa, I’d like to buy a video game”
  5. 5. “Alexa, I’d like to buy a video game” “Based on your order history, I’d suggest ‘Crash Bandicoot N. Sane Trilogy’ for Nintendo Switch. It’s £26, would you like to buy it?”
  6. 6. “HELL YES!”
  7. 7. DONE.
  8. 8. NO APP. NO BROWSER. NO SEARCH. VOICE-ONLY SHOPPING
  9. 9. HAHAHAHA.
  10. 10. VOICE SHOPPING ESTIMATED TO HIT $40 BILLION BY 2022 IN THE UK & US O&C Strategy Consultants – Feb 2018 https://prn.to/2tez9Ix
  11. 11. THE GROWTH OF VOICE SEARCH & ASSISTANTS
  12. 12. THERE ARE NOW OVER ONE BILLION VOICE SEARCHES PER MONTH Credit: Alpine.ai – Jan 2018
  13. 13. 40% OF PEOPLE NOW USE VOICE SEARCH ONCE PER DAY Credit: Comscore
  14. 14. 50% OF SEARCHES WILL BE WITH VOICE INTENT BY 2020 Credit: Comscore
  15. 15. 9.7 27 43.2 56 0 10 20 30 40 50 60 2016 2017 2018 (estimated) 2019 (estimate) Millions ALEXA & GOOGLE HOME DEVICES ARE SELLING LIKE HOTCAKES Credit: Associated Press & Statista
  16. 16. SIGNIFICANT ADVANCES IN VOICE TECH Capgemini – Jan 2018
  17. 17. 25% PERCENT OF PEOPLE PREFER USING A VOICE ASSISTANT TO SHOP OVER A WEBSITE Capgemini – Jan 2018
  18. 18. BRANDS WITH ALEXA SKILLS / GOOGLE HOME APPS
  19. 19. 5X THE NUMBER OF ALEXA SKILLS IN A YEAR
  20. 20. 65% Ask a Question 43% Play Music 43% Check Weather 42% Getting Directions 42% Timers, Alarms & Reminders 36% Product / Company Searches HOW PEOPLE USE VOICE ASSISTANTS Credit: Kaizen – May 2018
  21. 21. THE VOICE APPS OPPORTUNITY FOR BRANDS
  22. 22. WE ASKED 1,000 OWNERS WHAT TASKS THEY WISH THEIR VOICE TECH COULD DO
  23. 23. 24% Price Comparison 16% Make Payments 15% Budgeting Assistance 13% et an Insurance Quote WHAT PEOPLE WISH VOICE AI COULD DO 25% Check Bank Balance FINANCE Credit: Kaizen – May 2018
  24. 24. 29% Check Hotel Prices 28% Travel Updates 25% Flight Check In 21% Flight Availability WHAT PEOPLE WISH VOICE AI COULD DO 31% Check Flight Details TRAVEL Credit: Kaizen – May 2018
  25. 25. 44% Find Cheapest Option 27% Track Auctions 20% Item Returns 21% Product Suggestions WHAT PEOPLE WISH VOICE AI COULD DO 48% Delivery Tracking RETAIL Credit: Kaizen – May 2018
  26. 26. OPTIMISING FOR VOICE SEARCH & ASSISTANTS
  27. 27. ANSWERS ACTIONS
  28. 28. ANSWERS
  29. 29. USE KEYWORDTOOL.IO TO IDENTIFY LONG-TAIL QUESTIONS WITH VOICE INTENT
  30. 30. CREATE IN-DEPTH, MOBILE-FRIENDLY GUIDES THAT SUCCINCTLY ANSWER EACH QUESTION
  31. 31. Credit: https://moz.com/blog/what-we-learned-analyzing-featured-snippets STRUCTURE THE ANSWER TO MATCH HOW SNIPPETS APPEAR IN YOUR NICHE
  32. 32. PROFIT?
  33. 33. USE SEMRUSH TO IDENTIFY WHICH KEYWORDS CONTAIN A FEATURED SNIPPET RESULT PAGE
  34. 34. USE ‘ORGANIZATION’ SCHEMA.ORG MARKUP TO GAIN A KNOWLEDGE BOX SNIPPET ALLLOWS GOOGLE HOME TO PULL ANSWERS ABOUT YOUR BRAND
  35. 35. https://bit.ly/2EiV1DN • Information Satisfaction: The query answer meet the users needs • Length: answers must be succinct • Formulation: grammatical correctness ease of understanding • Elocution: spoken answers must have proper pronunciation. Search Speech Guidelines for Google Assistant
  36. 36. ACTIONS (SMART PHONES + SPEAKERS)
  37. 37. You’re going to need a bigger API WEB SEARC H APP VOICE AI
  38. 38. HOW ALEXA’S ‘CUSTOM SKILLS’ WORK Credit: https://developer.amazon.com/public/solutions/alexa/alexa-skills-kit/getting-started-guide Built with AWS Lambda or Web Service
  39. 39. HOW GOOGLE ASSISTANT’S “CONVERSATION ACTIONS” WORK Credit: https://developers.google.com/actions/develop/conversation Built with Node.JS & Conversation API
  40. 40. USERS CAN NOW ‘STREAM’ GOOGLE ASSISTANT APPS WITHOUT DOWNLOADING – OR KNOWING ITS NAME
  41. 41. SET PICKUP LOCATIONS CHOOSE VEHICLES ASK ABOUT THE STATUS OF THE RIDE
  42. 42. INSURANCE INFORMATION AND SUPPORT
  43. 43. ORDER FOOD TRACK ORDERS RE-ORDER PREVIOUS MEALS LEAVE REVIEWS FIND SPECIAL OFFERS
  44. 44. DEEP AI / MACHINE LEARNING
  45. 45. GOOGLE DEEPMIND
  46. 46. GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT HUMANS AT 23 GAMES VIA MACHINE LEARNING
  47. 47. GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT HUMANS AT 23 GAMES VIA MACHINE LEARNING 4 HOURS OF TRAINING TO LEARN THE ‘TRICK’
  48. 48. NOW DEEPMIND CAN NAVIGATE A DOOM-LIKE 3D MAZE JUST BY LOOKING
  49. 49. 49 GOOGLE HAS BUILT AN AI CALLED AUTOML. THAT’S DESIGNED IS TO CREATE CHILD A.I.s. AUTOML ACTS AS A CONTROLLER WHICH CREATES NEW A.I.s FOR A SPECIFIC TASK.
  50. 50. 50 AUTOML CREATED A “CHILD AI”, NASNET, TO IDENTIFY OBJECTS IN A VIDEO IN REAL TIME. AUTOML EVALUATED PERFORMANCE, IMPROVED ITS CODE, AND REPEATED THE PROCESS THOUSANDS OF TIMES.
  51. 51. THE CHILD AI OUTPERFORMED EVERY OTHER IMAGE RECOGNITION SYSTEM
  52. 52. MEET GOOGLE DUPLEX – THE A.I. ASSISTANT THAT COULD MAKE ROUTINE CALLS FOR YOU
  53. 53. WE CAN ONLY HOPE

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