How will AI voice tech disrupt your brand's personality?

After a decade of brands being tried and tested by social media, another new medium is set to challenge brand integrity: AI-powered voice technology. This new voice-controlled world will not only test brand differentiation, but also how enduring a brand's relationship is with its consumers. Tone of voice has long been an essential component of a brand development, helping marketers embody and express the personality of their brand, largely via the written word. Before the rise of Facebook, Twitter and other social media this was a straightforward exercise, developing a brand's tone of voice safe in the knowledge that all text written for advertisements, marketing collateral, website content, or for press use, would be carefully reviewed, checked and approved against those guidelines. Smart brands have since extended their brand identity guidelines to help them manage how they communicate via social media, where brand communications can be free-flowing conversations that are not planned in advance, regulated by the letter and can be disrupted by consumers.