I stumbled upon a ground-breaking piece of research by emlyon about Voice User Interaction (aka VUI) which redefines the role a voice activation in applications design. Whereas it is flavour-of-the-month to claim that voice is going to replace other user interfaces and namely touch, Margherita Pagani’s AIM Centre of research for artificial intelligence in value creation proved that both types of interfaces have different implications with regard to the way that users interact with brands, engage with them, and feel about them.
Whereas it is clear that voice interaction has a very promising future for the design of applications, be it on smart speakers or other devices which are using voice recognition systems, it is not true to state that voice will replace other interaction methods, at least in the very near future.
As Margherita Pagani points out, there is a possibility that users are not feeling very comfortable with voice interaction right now, but things may evolve in the future. As always with innovation, and despite what people think, patience is a key ingredient.
I interviewed Margherita last week to know more about the research, which will soon be published by the Journal of interactive marketing, and of which I will give you a few glimpses in this piece.
The role of VUI in consumer interaction with brands
Voice interaction (VUI) and brand interaction with users
Interview of emlyon’s Margherita Pagani: Margherita Pagani is a Professor of digital marketing at emlyon business school. She is also the academic co-director of the Master of Science in Digital Marketing and Data Science, taught in Paris and Shanghai. She is also the Director of the AIM research centre on artificial intelligence and value creation.
Emlyon’s centre of Artificial Intelligence is looking at how new technologies and artificial intelligence improve user interaction. We study how technology can create new experiences and their impacts on marketing outcomes. One of the research areas we focus on at the research centre is the role of VUI (voice user interface) and touch in the interaction with the end user.
In this study, we compared the roles of modes of sensory perception, voice and touch and the two combined together, when brands interact with users. What motivated us to pursue this research was that more and more companies are now looking at new technologies to develop improved experiences of their interaction with the user. Continue reading “VUI (Voice User Interface) role in apps redefined by emlyon study”