The Big Disruptor - Conversational AI

Voice search has been a digital trend topic for years now, since the mass adoption of technology like Alexa, Google Assistant and Siri. Image search is going to find its place, but the trend conversation is moving towards conversational AI as the big disruptor.

When someone engages with a technology like Alexa, Alexa then has to tap into her corresponding search engine, Bing, to pull the right response, using Bing as the intelligence platform to power her as the intelligent agent. Side note, each intelligent agent has its own default search engine. Alexa uses Bing, Cortana also uses Bing, Siri recently switched from Bing to Google.

With search engine results still being the main provider of response content, this means we have to look at how search engines are pulling results based on a full sentence ask. It’s estimated that at least 40% of responses from digital assistant voice searches are derived from search engine “featured snippets”, not the long list of possible results that we get from a text-based search. What is a featured snippet? It’s position “zero”. Not 1, 2 or 3 in paid results or organic results, but the answer box that appears at the top of text search results.

This means that if websites aren’t tailoring site content, schema markup and structured site data accordingly, and if brands don’t have a strong SEO strategy, it’s likely the digital assistants won’t pick them up in responses.

With Conversational AI, brands can have more meaningful conversations with their target audience and customers - as long as they are set up to live in this world. They also have an opportunity to learn more about customer intent by how customers or potential customers are verbalizing their ask, which leads to better and more personalized marketing efforts.

Read more about this emerging topic on

More Good Reads

The new, targeted TV landscape—and how not understanding it could cost you wasted ad dollars

In the world of advertising, endings can bring about better beginnings. The decline of cable in favor of streaming means the ability to target TV audiences at a more granular level than ever before. Learn how Connected TV (CTV) and Over The Top television (OTT) give you key advantages when trying to use your ad dollars as wisely as possible.

Why you should be wary of the free Wi-Fi (and opt for a VPN)

Summer doesn’t just signal vacation season—it also means more remote work in more places. That “free” connection you’re latching on to during your work at coffee shops, hotels and more could be doing more with your data than you bargained for and can pose a major threat to your whole organization. Our IT expert Matt Wittman weighs in on why a VPN should be one of the main tools in your remote work arsenal.

Experience The World (While You Work): How to Succeed as a Digital Nomad

Work From Home has become almost commonplace, but what happens when you set up your laptop from much further away than the kitchen table? Airbnb’s recent “work from anywhere” announcement reflects a trend toward embracing more varied and distant remote work locations. To pull it off, you'll need more than strong Wi-Fi—you’ll have to think differently (and proactively) about how fully remote workers participate in a hybrid workplace. Our resident digital nomad shares her strategies.