iProspect-用EQ区分你的品牌（英文）

EQDIFFERENTIATINGYOUR BR ANDWITH2 DIFFERENTIATING YOUR BRAND WITH EQ 3 Since our publication of “Digital Assistants: Reordering Consumer Lives and Redefining Digital Marketing” in March 2017, digital assistants have become even more prolific, with massive growth in users, usage and devices supported. New devices, such as the Harmon Kardon Invoke, Amazon Dot & Show, Google Home Mini, and Apple HomePod, combined with exciting mergers like Amazon/Whole Foods and Microsoft/LinkedIn, and advancements in AI are laying the groundwork for even more expansion in the coming year. eMarketer estimates that the number of US voice-enabled digital assistant users will rise by 14.1% (to 69 million) this year, while the number of voice-enabled speaker users will climb a whopping 27.6% (to 45 million). This increase doesn’t just show progress; it means something huge is on the horizon – a seismic shift in consumer behavior. This shift is accelerating as more consumers incorporate these devices into their daily routines. Seven percent of Americans acquired a smart speaker this past holiday season,1 and they’re using them for everything from playing music to ordering food to setting reminders and turning on the lights. Brands should be treating conversational interfaces like the web of the late ‘90s. Just like early websites, they’re something big and necessary, but immature. The ultimate utility still needing to be defined by the intersection of those very brands creating these entry points and the consumers incorporating these new behaviors into their daily lives.Although we are still in early stages of the trend, it’s clear that voice and AI-powered assistants are here to stay. Gartner predicts that by 2020, we will be talking more to bots than to our spouses.2 While the median age of the smart home/voice user is 37 according to iProspect data,3 this number will decrease as adoption grows and smart home hubs continue to decrease in price. Recent Bing research also found that consumer expectations are quickly shifting, especially among Millennials and Gen Z, as digital assistants and other conversational technology become mainstream. DIGITAL ASSISTANTS AND RETAIL ARE STARTING TO COLLIDECONTENTS03 Digital Assistants and Retail Starting to Collide06 Future Success Requires IQ Delivered Through the Context of EQ 08 The Conversational Landscape10 The Rise of Conversational Interfaces and Commerce12 The Modern Concierge14 Humanizing Your Brand18 Creating Branded Intelligent Agents22 This Is Just The Beginning1 Smart Audio Report, NPR/Edison Research2 CIO.com, 12 technologies that will disrupt business in 2018, Feb 12, 20183 Voice-Smart Home Consumers, M1 Audience Data4 DIFFERENTIATING YOUR BRAND WITH EQ 5 Many retailers have spotted the trends and are already taking action. Brands like Taco Bell, Domino’s Pizza, North Face, 1-800 Flowers, Progressive Insurance and H&M have already launched various forms of chatbots as stepping stones