Hey Alexa, Make a Phone Call! The Impact of AI Voice Assistants on Consumer Perception & Behaviour

Hey Alexa, make a phone call!” Voice assistants like Google Assistant, Siri, and Alexa have changed the interaction of consumers with technology and mostly young consumers enjoy using voice assistants. As voice assistant adoption rates have increased there is a lack of understanding of consumer perception and their behaviour towards voice assistants specifically in the Indian context. Therefore, this study tries to filled this gap by examining consumer perception and the purpose behind the continuous use of voice assistants among individuals. A quantitative research approach with stratified random sampling technique is used and data were collected from 150 respondents in the Dehradun region. Further, data was analysed with the help of SPSS software using percentage analysis. The study examined intriguing results that majority of consumers prefer convenience offered by voice assistants. Some respondents use these AI technologies regularly, while others worry about privacy and security. Some may think consumers mostly utilise voice assistants on smartphones (Ok Google, Hey Siri) and smart speakers (Hey Alexa) but that’s not always the case. Hence, the findings of study can assist product developers and marketers to meet consumers' needs by offering customised services, privacy concerns, and multilingual support giving them a competitive edge.