Our most recent forecast shows that conversational AI adoption is growing. In 2021, 64.2% of US adults between the ages of 25–34 used a voice assistant. Overall, 46.9% of US adults will use a voice assistant in 2022, 48.2% by 2025. Conversational AI is on track to become a mainstream technology in practically every vertical.

Matter rollout delayed because of growing adoption: More smart home manufacturers want in on the industry standard, but could delays stop larger manufacturers from releasing products?

And given Amazon’s saturation in mature ecommerce categories, it will need to invest in emerging ecommerce categories to continue growing its ecommerce market share. When excluding the auto and parts category, Amazon’s US ecommerce market share would increase 0.7 percentage points this year, growing from 41.4% in 2021 to 42.1% in 2022.

The use of voice assistants among US adults is growing as both consumers and companies find more use cases for conversational AI technologies.

Smart-home devices are on the verge of mainstream adoption, and with that comes the opportunity for marketers to gain deeper insights about their audiences though user data. In our “Smart Homes 2020” report, we looked at how marketers use smart-home technology to integrate brands with the internet of things (IoT) universe and how consumers may react to hyperpersonalized advertising inside the home.

Notwithstanding high smartphone penetration, uptake of voice assistants—such as the Siri and Cortana mobile apps—was quite limited in H1 2021.