{"id":117597,"date":"2016-06-01T18:00:00","date_gmt":"2016-06-01T23:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/the-age-of-the-digital-personal-assistant\/"},"modified":"2024-12-23T00:36:42","modified_gmt":"2024-12-23T05:36:42","slug":"the-age-of-the-digital-personal-assistant","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/analytics\/the-age-of-the-digital-personal-assistant\/","title":{"rendered":"The Age of the Digital Personal Assistant"},"content":{"rendered":"<p>By now I am sure that most of you have heard of the digital personal assistant. It is quite possible that you don\u2019t know it by that name. That is right, I am talking about Siri (Apple), Cortana (Microsoft) and Google Now (Android). These are the 3 main digital personal assistant technologies that are used by mobile devices but this technology also includes devices like the Amazon Echo or Alexa. The one thing that these all have in common is that you use your voice to control what the assistant does. This is great for when you are on the go and need to find something but the tech does have its drawbacks as well. Here we will look at what this technology is and how it is used.<\/p>\n<h2>What Is A Digital Personal Assistant?<\/h2>\n<p>As I mentioned above Apple, Microsoft and Android all have competing digital personal assistants. Siri is probably the one you are most familiar with as it is the most popular in the market. This technology came about when the tech giants realized that people are using their phones to search for everything and wanted to provide an easier way for people to conduct these searches. Siri took off for Apple and the others followed suit developing their own versions of this technology.<\/p>\n<h2>Who Is Using It?<\/h2>\n<p>This is an interesting question, mainly because it is still a relatively new technology. Siri was the first version and it was released in 2011 with iOS 5 but it didn\u2019t gain full support until iOS 6 was released in May of 2012. This means the technology has been around for 5 years but some of the versions that are used are newer and have come about since Apple launched Siri.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-9382\" src=\"\/wpe-content\/uploads\/2016\/05\/Facts-PH-Blog-Post.gif\" alt=\"personal assistant usage\" width=\"324\" height=\"259\" \/><\/p>\n<p>As we can see with this technology being new, it still does have decent market penetration. <a href=\"http:\/\/totalaccess.emarketer.com\/Article.aspx?R=1013708&amp;dsNav=Ntk:relevance%7csiri%7c1%7c,Ro:6,N:405-407-406,Nr:NOT(Type%3aComparative+Estimate)\">The chart above shows<\/a> that 13% of mobile phone owners use their assistant on a daily basis and 37% would be considered regular users using the technology at least on a monthly basis if not more regularly. For a technology that has been around for 5 years this should only grow in the years to come.<\/p>\n<h2>How does it work?<\/h2>\n<p>This technology works through voice commands. The general concept being you would speak to your phone vs typing and tapping the screen. It really is similar to the scene in a sci-fi movie where the main character is having a conversation with a computer system, though we aren\u2019t quite there yet. I use this technology frequently and find it is great for quick searches that you need in the moment. As a user I also notice one downside, and <a href=\"http:\/\/www.fastcodesign.com\/3057060\/how-a-designers-3-year-old-daughter-is-humanizing-google\">that is you need to use the commands that are programmed into the software<\/a>. Different people speak in different ways and if this technology is going to really take off it will need to recognize this in some way. I personally only use it for some of its capabilities simply because I can\u2019t get the command right for the others.<\/p>\n<h3>Recognizing Speech<\/h3>\n<p>Right now if you want to use this tech you need to say the exact command that is needed to execute what you want are interested in. (I will use Google Now as the example but this works the same across all assistants)<\/p>\n<p>When you say;<\/p>\n<p><em>\u201cOK google, play Led Zeppelin\u201d<\/em><\/p>\n<p>The voice software recognizes the command and plays a Led Zeppelin song.<\/p>\n<p>However, when you say;<\/p>\n<p><em>\u201cOK Google, I really feel like some Led Zeppelin right now\u201d<\/em><\/p>\n<p>The system just gives you what you want and usually just searches Led Zeppelin on Google, or other search engines depending on the device settings. Even though this statement to a human means \u201cplay Led Zeppelin\u201d you will not get the result you want out of the assistant. This is because the music command \u201cplay\u201d was not mentioned.<\/p>\n<p>Once they figure out this hurdle and the assistants can recognize how we speak and pick up on the unique voice patterns in each individual\u2019s speech we will see this technology really take off. People right now like it for what it can do but want it to be able to do so much more and I believe someday soon this technology will be able to do just that.<\/p>\n<h2>What Does The Future Hold?<\/h2>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69dff75792389'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69dff75792389');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = '0c9a9cec-eb1c-44ac-920f-687ce0230830';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/0c9a9cec-eb1c-44ac-920f-687ce0230830', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? '0c9a9cec-eb1c-44ac-920f-687ce0230830'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-ca\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p>I think that this technology is on the path to becoming an integral part of our lives. Like I said I currently use it and it is great for a few basic functions like making phone calls and responding to text messages (mainly done while my hands are full). For this tech to really take off it is going to need some big gains to be made in how the software works. It is going to need to evolve and understand how we actually speak vs. requiring specific command words to execute functions.<\/p>\n<p>The future is closer than you think. Google recently announced <a href=\"http:\/\/techcrunch.com\/2016\/05\/18\/google-unveils-google-assistant-a-big-upgrade-to-google-now\/\">Google assistant<\/a> at their I\/O conference. Google assistant is said to be the next generation of the digital personal assistant and is considered to be an upgraded version of their current assistant Google Now.\u201cThink of the assistant, we think of it as a conversational assistant, we want users to have an ongoing two-way dialog.\u201d Google CEO Sundar Pichai<\/p>\n<p>When you combine the above statement with the announcement of <a href=\"http:\/\/www.theverge.com\/2016\/5\/18\/11688376\/google-home-speaker-announced-virtual-assistant-io-2016\">Google Home<\/a>, a competitor to the Amazon Echo, it is easy to draw the conclusion that the world within our sci-fi movies where we have sophisticated computer systems capable of having full conversations is the end goal. This \u201cend goal\u201d I describe is purely speculation but it does lead to a few interesting questions about what the future could hold and what this means for search marketing.<\/p>\n<p>This new technology does appear to be here to stay. A lot of companies, not just Google, are investing large sums of money developing this software. If it takes off it could potentially lead to the end of search engines, or at least the end of how they are used today. I would like to leave you with this thought.<\/p>\n<p>Picture this,<\/p>\n<p><em>An interaction with technology that is purely done through voice &#8211; you talk to your phone, it talks back to answer your request. You ask for the nearest coffee shop, the built-in assistant searches the internet and verbalizes the directions to you.<\/em><\/p>\n<p>The assistant that you are interacting with above would be searching the internet using a search engine. This assistant would be looking for the answer to your question but how would it choose to answer this. Would the assistant be more inclined to click sponsored or organic search traffic? Does it go to maps? We will have to wait and see how this technology unfolds and how it is adopted by the general public before these questions really get answered, but, there are going to be some real exciting years ahead as our tech catches up to sci-fi predictions.<\/p>\n<p>&nbsp;<\/p>\n<p><em>To keep up with all of the latest digital marketing trends follow us @dacgroup or check out our other blog posts at <a href=\"\/blog\/\">dacgroup.com<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>By now I am sure that most of you have heard of the digital personal assistant. It is quite possible that you don\u2019t know it by that name. That is right, I am talking about Siri (Apple), Cortana (Microsoft) and Google Now (Android). These are the 3 main digital personal assistant technologies that are used [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":114544,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2860],"tags":[],"class_list":["post-117597","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Age of the Digital Personal Assistant | DAC<\/title>\n<meta name=\"description\" content=\"As digital personal assistants enhance their capabilities and become more intuitive what does this mean for the future of search and our day-to-day habits?\" \/>\n<meta name=\"robots\" content=\"index, follow, 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