Conversational AI Use Expands

How Brands Can Get the Most Out of Voice Assistants, Chatbots, and Beyond

Executive Summary

The number of people using conversational AI tools, such as voice assistants, is growing. Adoption will continue to expand among consumers and companies as the AI industry figures out how to address privacy and ethical concerns.


  1. How large is the voice assistant market, and how big will it become?
  2. What are the most important changes ahead?
  3. What do these developments mean for brands and marketers?

WHAT’S IN THIS REPORT? Our forecast for voice assistant users in the US, trends driving conversational AI, and ways in which brands can take advantage of emerging opportunities.

KEY STAT: This year, 123.5 million US adults will use voice assistants at least once per month, and that base will continue to increase over the next few years.

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Sizing the Opportunity: The Voice Assistant User Base Will Continue to Increase
  1. What’s Changing that Will Affect This Forecast?
  2. What Does This Mean for Brands?
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

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Jessica Lis


Chris Keating
Director, Research
Peter Newman
Senior Forecasting Analyst
Yoram Wurmser
Principal Analyst

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