When Meta pushed me a notification to download the new Meta AI app, competing with ChatGPT, it didn’t ask me to prompt it. It said talk to it. Meta is not only aware of a growing UX trend, but it is also shaping it. As Iris Flex’s AI Gap Study (2025) confirms, U.S. consumers are embracing voice interaction over tactile options. Six in 10 consumers now prefer to speak to activate their car dashboards and smart home devices (56%), while four in 10 are just as likely to talk to their apps (37%) as they are to type (40%). The shift toward voice as a preferred interface signals significant innovation and engagement opportunities for advertisers, device makers and publishers to engage intuitively with consumers.
Voice Customers Trust AI
While consumer trust in AI in advertising is limited, voice-first audiences present a stepping stone toward building credibility with AI-generated messaging. This is a unique entry point for advertisers and marketers. Only 18% of U.S. adults find AI-driven advertising reliable. Yet a large portion of voice-first customers trust AI advertising:
- 64% of those who want to talk to their car dashboard
- 61% of those who prefer to direct smart home devices with their voice
- 61% of those who plan to speak with their robots
- 54% of those who talk to apps
…find AI advertising reliable.
Voice Is Set to Change Search
One key barrier to AI adoption is the difficulty of typing effective prompts. Voice commands offer a more intuitive alternative, particularly for consumers who feel less confident writing or editing their inputs. As voice-first technology grows, it is poised to lead the way to broader, large-scale AI engagement.
As a result, brands must prepare for an even deeper shift: memory-based search behavior. As voice interactions replace passive browsing, consumers will rely more on recall when searching via voice commands. To remain competitive, brands will need to stay top of mind more so than ever whether consumers are at home, at work or on the go.
The Business Impact of Brand Recall
Brand recall plays a critical role throughout the funnel, influencing purchase decisions. As Nielsen states in its meta analysis of brand effect studies, brand recall is the strongest driver of brand lift. Brand recall is particularly powerful if advertisers use emerging media channels that offer deeper interaction and engagement. As voice-first consumers redefine search behavior, brands with high recall can reap the benefits across the funnel, from awareness to purchase intent.
Call to Action: Preparing for a Voice-Driven Future
Brands investing in voice-based AI interactions can strengthen recall and drive purchases. The time to prepare is now. Here’s how brands can position themselves for success:
- Ensure accurate representation in AI systems: Collaborate with technology providers to make sure your brand’s information is correctly integrated in AI models that power voice-based technologies. The systems should also accommodate for most common mispronunciations.
- Prioritize user experience & feedback: Use the UX data and customer feedback on voice-first engagements to refine and iterate your messaging and campaign tactics. Measure brand recall across channels and modes, comparing the performance of voice and tactile interactions.
- Bolster brand awareness and associations: Feed the top of the funnel through multi-channel marketing and communication efforts to remain competitive. Whether the brand is well-known, new to market or going through a transformation, pair it with experiences and tell its story across channels to be part of the recall set when the customer picks up their device or yelps over to the dashboard.
Posted at MediaVillage through the Thought Leadership self-publishing platform.
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The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.org/MyersBizNet.