Monetization in cars
Mar 17, 2022
5 MIN READ

What’s Shaping the Future of Conversational In-Car Voice Experiences?

Conversational voice assistants that go beyond command and control to create natural interactions are advancing auto manufacturers and differentiating them from their competitors. Users are no longer satisfied with keyword-dependent voice assistants, and companies are seeking ways to turn driving into a truly immersive, digital experience, expanding it into the future of voice AI capabilities—monetization and voice commerce.

Voice commerce is poised to revolutionize how automakers prove ROI and generate revenue while connecting drivers and passengers to a seamless ecosystem of benefits, from restaurant ordering to gas and charging station purchases. Through monetization opportunities, automakers will drive partnerships and gain user loyalty through personalized experiences.

Already, many companies, such as Pandora, have seen success with voice ads and are pursuing the future of monetization opportunities. Some brands have voice commerce marked as essential in their voice AI roadmap and plans, and others are just beginning to realize the benefits—improved user experiences and increased ROI. According to Opus Research, 53% of transportation leaders plan to invest in voice ads and shopping, showing that many brands are already on board with the advantages voice commerce will offer.

Let’s explore 3 reasons so many auto OEMs consider monetization and voice commerce the future of in-car voice assistants:

  1. Ease and convenience
  2. Unintrusive voice ads
  3. Personalization

1. Ease and convenience of a total in-car experience

Already, the ease and convenience of in-car voice assistants have become a selling point for many buyers looking for a total in-car experience that extends beyond the driver to infotainment opportunities for passengers as well. According to Voicebot.ai’s annual report, 58% of consumers in the U.S., 82% of consumers in the UK, and 89% in Germany state that in-car voice assistants are a consideration in their car purchase decision. As technology continues to evolve with capabilities, such as monetization and voice commerce, that number is likely to continue to grow.

58% of consumers in the U.S., 82% of consumers in the UK, and 89% in Germany state that in-car voice assistants are a consideration in their car purchase decision.

Voicebot.ai

As consumers spend more and more time behind the wheel, the expectations of an in-car experience that allows them to seamlessly achieve their goals while safely getting to their destinations continues to increase. The last thing a driver wants to do at the end of a long workday or in the middle of a trip is to multitask or pull over to search for a nearby gas or charging station, find parking, or order take-out.

With voice AI monetization, auto manufacturers have the opportunity to reduce user frustration and create more brand loyalty. Drivers or passengers simply have to use their voices to find what they need. Unintrusive voice ads are on the verge of presenting drivers with proactive suggestions before they realize they need something. For example, if they are running low on fuel, heading to a destination requiring parking, or driving home from work around dinner time the voice assistant might suggest an appropriate purchasing opportunity.

Interacting with a conversational voice assistant that’s designed specifically for the automotive environment and use cases, drivers and passengers can get highly-accurate responses to natural language queries quickly—even in the noisiest environment surrounded by music, road noise, or other passengers talking. A conversational voice assistant makes monetization possible and safe while providing an exceptional user experience.

A conversational voice assistant makes monetization possible and safe while providing an exceptional user experience.

A poor voice user interface that is slow or inaccurate not only results in frustration and abandonment of the voice assistant from the user but is also a safety concern by making the driver look at the screen to correct any inaccuracies. The entire point of a conversational voice assistant is to keep the driver hands-free, and one that requires the driver to look away from the road is failing at a core level. 

By creating a fast, accurate, and efficient voice assistant that can be spoken to conversationally and naturally, drivers are less likely to multitask with screens while still achieving their goals of ordering food or searching for gas stations. By producing natural conversations, users are more likely to interact with other aspects of the voice assistant, such as monetization and voice commerce opportunities. 

2. Unintrusive voice ads that deliver value

The future of voice AI is monetizable moments, purchasing opportunities, and unintrusive voice commerce that happen naturally in conversation and occur within the user journey. Suggestions and voice ads should not feel like an intrusion to users but rather, be presented as relevant recommendations that deliver real value to the customer. A proactive voice assistant that can anticipate user needs and improve upon them will further the driving experience. 

With voice commerce opportunities, users will be met with relevant responses to fulfill their everyday, on-the-go wants and needs. If a user asks the voice assistant about local pizza places, where to find the nearest gas station or parking options at their destination, the voice assistant can then provide relevant results from vendors who opt-in to sponsored results. 

With voice commerce opportunities, users will be met with relevant responses to fulfill their everyday, on-the-go wants and needs.

While most drivers use their in-car voice assistants for basic tasks, such as playing music, navigation, or rolling up and down the windows, with monetization opportunities, they will begin to rely on the voice assistant for more than simple queries—it will become a helpful companion and an extension of their expectations. 

With voice commerce, auto manufacturers will also have the opportunity to generate revenue from their voice assistant and prove ROI through partnering with other businesses. Voice assistants can be a large, albeit worthwhile, investment, and companies that were previously unable to join the voice-first revolution can consider monetization a potential avenue toward success. 

Want to learn more about monetization? Explore our guide, Voice Assistants Evolve to Become Revenue Generators.”

3. Personalization of monetizable moments

A successful voice commerce experience is also reliant on personalization that creates deeper connections with users by making suggestions unique to them. Personalization gives users a sense that the experience is being tailored to their specific needs, wants, and expectations rather than being offered generic interactions that make them feel a part of the masses or that they might not even be interested in, creating frustration. 

Personalization gives users a sense that the experience is being tailored to their specific needs, wants, and expectations.

When users opt-in, voice assistants with monetization capabilities will provide valuable recommendations based on past search history, location, destination, or status of the car (e.g. fuel level or maintenance). They will even store payment options or bring up past orders for quick and easy transactions in the future. 

With custom voice assistants, brands can be transparent with their users about how they use the data collected for personalization and build more trust around their policies. If a company doesn’t build their own voice assistant or buy an independent voice AI platform, then they won’t have access to the data, control how it is being used, or be able to offer the kind of personalized experiences that really drive revenue. 

A custom, conversational voice assistant that offers personalized voice commerce with transparency is on the verge of revolutionizing the auto industry through its natural interactions that increase revenue, differentiate from the competition, and foster brand loyalty. 

Monetization extends the in-car experience by providing ease and convenience, unintrusive voice ads that deliver value, personalization, and an increase in safety. Companies looking toward the future of driving experiences and in-car technology should consider the benefits of monetization before their customers turn to voice-enabled competitors.

Interested in diving into more insights on in-car voice assistants? Check out these blogs: 

At SoundHound Inc., we have all the tools and expertise needed to create custom voice assistants and a consistent brand voice. Explore SoundHound’s independent voice AI platform at SoundHound.com and register for a free account here. Want to learn more? Talk to us about how we can help bring your voice strategy to life.

Kristen is a content writer with a passion for storytelling and marketing. When she’s not writing, she’s hiking, reading, and spending time with her nieces and nephew.

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