An
article published on Adweek titled Hearst is Launching a 10-Person Team
Tasked With Building Voice-Activated Experiences, focuses on voice
controlled technology which relates to artificial intelligence. I thought this
article was really interesting because it’s something we discussed in class,
highlighting how this is becoming an important topic today. This 10-person
group called the Native and Emerging Technologies (NET) is specifically looking
at voice-activated devices. As technology changes so does content and how
consumers interact with the devices and content. “We’re looking at this new
wave of natural language interfaces as being a great source of content
discovery and content interaction,” said Phil Wiser, Hearst’s chief technology
officer. “We find all of that to be increasingly important as a way to engage
consumers (Johnson).” As voice controlled technology becomes more and more
popular many companies will be heading in the same direction to reach
consumers. “The underlying theme in a lot of these areas links back to artificial
intelligence, which from a corporate standpoint is an area that we’re doing
quite a bit of work right now on machine learning, we’re bringing that to life
through some of these applications on these new devices” (Johnson). Part of changing these technologies also means
the content will need to be changed as well, something that consumers can
easily use and understand. “As Wiser explained it, the team first aggregates
audience data that can then be picked apart to create bits of content as well
as personalized ads for new devices. In a lot of cases, that means cutting down
Heart’s trove of service-based content down to the bare minimum needed to answer
a simple audio question (Johnson).” I deem this article to be important because
as technology is progressing, the way companies reach consumers will also
change. They will start targeting consumers in other ways, using content that
fits the devices. AI has become a major discussion in many industries and it’s fascinating
to understand how companies are aware and taking action to keep up with these
new innovations.
Link to article:
Below is a video of the Amazon Echo and how the voice
control works.
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