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

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7charts

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6expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Modest but steady voice growth will be buoyed by genAI enhancements
    3. Device wars: Smartphones dominate as next-gen hardware looms
    1. Apple gains ground as genAI complicates the race
    2. Recommendations for marketers
    3. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Voice Assistants Will Gain About 30 Million US Users Between 2022 and 2029Voice Assistants Will Gain About 30 Million US Users Between 2022 and 2029
    Younger Generations Are Driving Voice Assistant Adoption Smartphone Voice Assistants Are Gaining Popularity as Smart Speaker Usage Declines
    Millennials Lead Smartphone Voice Assistant Usage, but Gen Z Is Rapidly Catching UpMillennials Are Abandoning Smart Speakers, With Gen Alpha Making Up for Some of Those Losses
    Siri Will Overtake Google Assistant in Number of US Users in 2026

    Interviewed for This Report

    Martin Balaam
    Pimberly
    CEO and Founder
    Interviewed July 30, 2025
    Jesse Farley
    CSP Agency
    Chief Strategy Officer
    Interviewed July 25, 2025
    Todd Fisher
    CallTrackingMetrics
    Co-Founder and CEO
    Interviewed July 28, 2025
    Lou Haverty
    Faster Answering
    Owner
    Interviewed July 25, 2025
    Nikola Mrkšić
    PolyAI
    CEO
    Interviewed July 25, 2025
    Alan Ranger
    Cognigy
    VP of Marketing
    Interviewed July 30, 2025

    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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