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EMARKETER

Voice Assistant User Forecast 2025

GenAI and New Devices Shake Up Demographic Appeal of Voice Technology

Report by Jacob Bourne  |  Sep 3, 2025
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Table of Contents
Executive Summary
Modest but steady voice growth will be buoyed by genAI enhancements
Device wars: Smartphones dominate as next-gen hardware looms
Apple gains ground as genAI complicates the race
Recommendations for marketers
EMARKETER Interviews
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About This Report
Voice assistants will add nearly 30 million US users between 2022 and 2029, fueled by genAI, demographic shifts, and new hardware. Key adoption trends, platform battles, and marketing opportunities are shaping the next era of voice technology.
Topics
Technology
Artificial Intelligence (AI)
Smart Speakers & Voice Assistants
United States
Table of Contents
Executive Summary
Modest but steady voice growth will be buoyed by genAI enhancements
Device wars: Smartphones dominate as next-gen hardware looms
Apple gains ground as genAI complicates the race
Recommendations for marketers
EMARKETER Interviews
Sources
Media Gallery

GenAI, shifting demographics, and emerging hardware are redefining voice assistants. Adoption trends and platform battles are shaping the next wave of voice technology.

Key Question: How should brands, agencies, and retailers develop their voice assistant strategies to capitalize on genAI enhancements and shifting consumer adoption patterns?

Key Stat: US voice assistant users will grow from 139.8 million in 2022 to 168.2 million by 2029—an increase of about 28.4 million users.

Voice Assistants Will Gain About 30 Million US Users Between 2022 and 2029
E-Mail ChartDownload

Clients can find the full version of this chart later in the report.

authors

Jacob Bourne

Contributors

Penelope Lin
Director, Data Visualization
Wendy Malloy
Director, Reports Editor
Sakina Thanawala
Copy Editor
Emman Velasco
Chart Editor
Yoram Wurmser
Principal Analyst
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