After more than a year of AI stumbles, Apple will reportedly pay Google $1 billion annually to use a custom-built version of Gemini, Google’s flagship AI model, to power a next-generation Siri—marking one of Apple’s boldest AI moves yet, per Bloomberg. A smarter Gemini-infused Siri could redefine how users find information, products, and services—shifting search and ad engagement from text to voice. For marketers and advertisers, this means adapting quickly to a world where voice agents become the new gatekeepers of attention.

Voice assistant adoption continues to grow, but the pace has slowed. Gen Z and seniors are key growth drivers, while smartphones and smart speakers remain central to the ecosystem as innovation and fresh competition shake up the sector.

Can Rufus transform how shoppers navigate Amazon? The genAI-powered tool creates a more engaging experience that could drive consumers to the retail giant for advice and inspiration.

This report explores our latest forecasts for US voice assistant, smartphone voice assistant, and smart speaker users, and provides additional analysis about trends shaping the market.

More than eight in 10 consumers search for information online, and most of them conduct this activity on mobile devices as well as PCs. Many also now use even newer channels like visual and voice.

This report features our latest forecasts for US voice assistant users, including those who use voice assistants on smartphones and smart speakers. It also provides an analysis of the trends shaping the market.

Retailers’ digital ad spend parallels that of the overall US digital ad market this year, growing 19.1%, according to our latest forecast. For this industry, mobile and search advertising dominate ad spend allocation.

In this episode of "Behind the Numbers," eMarketer principal analysts Yory Wurmser and Paul Verna cover the importance of voice to marketers, the new video streaming services from AT&T and NBCUniversal, and why Airbnb is investing in TV content. "Behind the Numbers" is sponsored by LinkedIn Marketing Solutions. Listen in.

This report includes our forecast for smart speaker users in Canada, China, France, Germany, the UK and the US, along with a focus on adoption trends for Amazon and Google.

Previewing three trends that will impact how brands engage consumers in Canada next year.

Voice-activated technology is in the early stages of development, but it has the potential to change the way healthcare brands, providers and patients interact—eventually making the healthcare system more efficient and effective.

Wes MacLaggan, senior vice president of marketing at Marin Software, discusses why marketers need to keep mining search and other types of data to stay competitive.

Google’s shift to mobile-first indexing and a slew of new technologies like Accelerated Mobile Pages, Progressive Web Apps and Android Instant Apps are changing the nature of the mobile web. Here’s what marketers need to know to keep up with the competition.

This report analyzes our latest forecast for US voice assistant and smart speaker users, with a special focus on the growing rivalry between Amazon and Google.