| While the number of US adult virtual assistant users rose by 11.8% in 2020, this figure increased by only 2.9% in 2021 and is expected to further decelerate to 2.6% in 2022. What's more, as of December 2021, about half of US adults had not used voice assistant features and were not interested in doing so, according to an Insider Intelligence ecommerce survey conducted by Bizrate Insights.
That said, major retail companies like Walmart and Target are continuing to invest in this space, striking deals with AI technology companies to facilitate new capabilities, such as virtual shopping. As these types of features become more omnipresent and brands find new ways to engage users, there is the potential for consumer interest in virtual assistant technology to expand.
However, privacy and ethical concerns will have to be addressed before audiences are likely to fully embrace this market. "Looking ahead, firms developing the technologies, as well as the clients utilizing their tools, need to be transparent about their privacy policies and actively build those standards into the technology," said Jessica Lis, analyst at Insider Intelligence. | |
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