Why the best approach to voice marketing might be nothing at all

GUEST: Seemingly overnight, capable voice recognition joined forces with artificial intelligence and machine learning to push voice-enabled experiences to the forefront of business thinking. But before brands leap into the fray, they need to recognize where and when to invest in the new technology. For some, that means investing elsewhere, at least for now.
To see why, let’s start with the most common brand investment in voice these days: an Alexa skill. Some brands have received tremendou