As more and more people worldwide use virtual assistants such as Siri and Alexa, both within homes and on the go, it’s becoming increasingly important for brands to consider how these AIs respond with their ‘voices’. What should they sound like, and what kind of tone should they take with users?

Artificial intelligence is still in its infancy, yet business decision-makers see it as pivotal to success, with 900,000 companies expected to be using some form of the technology by 2022. How exactly are firms adopting these tools? And how can AI help them meet the needs of their customers?

Whether it's Alexa brushing up on her British spelling and accent or Google Home learning jokes, people want voice assistants to seem less robotic. And research suggests they are succeeding – 41% of Americans say interacting with a voice-activated speaker is like talking to a mate.

As digital assistants become more pervasive, screenless interactions with technology are increasing. Research suggests that even though people see room for improvements, the majority are happy to get help from digital assistants and 30% of Gen Yers already use them monthly.