Say hello or wave goodbye? How consumers really feel about voice assistants

Until pretty recently voice assistants were the stuff of science fiction, from the murderous Hal of ‘2001 a Space Odyssey’ to the ever helpful Jarvis of ‘Iron Man’. Fiction and fact began to blur with Siri’s integration into the iPhone 4S around the same time as we saw Theodore Twombly fall for the bodiless Samantha in ‘Her’.
Thanks to new research from the Institute of Practicioners in Advertising, we can now track the stat