Digital assistants are fundamentally changing the way we live, and therefore, the way brands engage with consumers. The “holy grail” of marketing is being able to predict consumers’ needs. And I have no doubt that digital assistant technology will get us there.

Digital assistants are already going beyond providing simple “request and response” features. From giving us makeup advice to adding magic to our kids’ bedtime stories, they’re changing the way brands engage with people.

Let me paint a picture for you of how brands could interact with customers via a digital assistant. Imagine this conversation:

User: “OK, Google. What’s the best brand of running shoes?”
Google Assistant: “Good question. Are you looking for yourself, Sheila, or the kids?”
User: “For me.”
Google Assistant: “Based on your workout patterns, it looks like you like trail running more than asphalt. Is that right?”
User: “Yep, mainly trail running.”
Google Assistant: “Based on popular ratings, reviews, and product purchases, here are the top three brands for you. Would you rather buy online or in a store?”
User: “I want to go look at some today.”
Google Assistant: “OK, there’s a sporting goods store on 5th Street with these shoes available, and there are even some size 10’s in stock. Would you like me to hold them for you in the store?”
User: “Yep. I’ll swing by there this afternoon.”
Google Assistant: “I’ll put it on your to-do list and remind you when you are downtown.”