What if we chose the car based on its voice assistant?

According to a study, it can allow the car manufacturer to conquer an anthropomorphic profile and thus become the ideal driving companion

Voice assistant "Hey Mercedes" How will we buy the car of our dreams in the coming years? According to a study by the Management Department of Sapienza University of Rome, the voice assistant will guide the choice. Combustion or electric car, power, design, comfort or boot capacity. None of this.

The working group, composed of Maria Vernuccio, Alberto Pastore, Michela Patrizi, has carried out a research in the automotive sector which highlights how in the near future the voice assistant will become one of the main critical success factors to allow the car to conquer an anthropomorphic profile and thus become the ideal driving companion.

The functions performed by the voice assistant are increasingly important as criteria for choosing a new car. According to Voicebot data, in the United States alone, in 2020, these intelligent interfaces based on voice interaction were used in a car by 130 million users. The latter are concentrated in the over 30 generations with a medium-high income. Even heavy users from Italy, who belong to the middle and upper social classes, seem to have full confidence in these new conversational agents.

What do you like about the voice assistant?

Favorite features of the voice assistant not only related exclusively to the utility of calling or setting a navigator direction. But the new challenge for automotive brands is to be able to leverage the voice and dialogue skills of voice assistants to innovate the ways in which the brand personality is built and develop a deeper and more human relationship with the user.

A-Class Mercedes | the first to mount the voice assistant Hey Mercedes According to Professor Vernuccio, coordinator of the research team, "the first martech solution in this direction was launched in 2018 by Daimler with the MBUX (Mercedes-Benz User Experience) of the new Class A who actually introduced to the market what we have called the name-brand v oice assistant “. It was enough to say, as now, the name of the brand - Hey Mercedes - to activate the first intelligent interface born from the internal research and development division of the German company. So for the first time, a specific voice of the brand capable of intelligently communicating with the user.

The brand: an increasingly human companion

According to the researchers, there are two steps strategies that car manufacturers should take to establish a more intimate and friendly relationship with consumers. It is fundamental to give an anthropomorphic personality to the brand. This means developing a unique combination of particular vocal characteristics such as gender, accent, tone and prosody for the voice assistant. Characteristics that are able to induce perceptions of brand humanity starting from competence, for example in terms of intelligence and problem solving skills. Without forgetting the warmer side of humanity such as friendliness, reliability and informality.

Secondly, it is important to strengthen the relationship between consumer and brand by designing the machine / consumer dialogue. This must be perceived as human. This is why utterance (command expressions) increasingly similar to speech and functions related to the daily driving routine will strengthen the relationship. All this is achieved by the car manufacturers through the design of a branded voice assistant capable of guaranteeing driving safety, consistency with the identity values ​​of the brand and full connectivity between the various devices.

È It is possible to imagine a very near future, in which the vocal characteristics and conversation skills of the brand will become fundamental elements in the expression of the brand's identity as well as the visual elements.


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Topics

Voice assistants Cars Artificial intelligence Security globalData.fldTopic = "Voice assistants, Cars, Artificial intelligence , Security "

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