Over the coming years, we expect digital assistants to provide a common user interface across devices in the home as well as those that travel outside the home. These virtual assistants stand to have a big impact on how we interact with the products, services, and people in our lives. But they will also challenge the relationships companies have with their customers and create new paradigms for marketers. Those who wish to successfully navigate this emerging landscape will need to understand consumer preferences and behaviors, secure partnerships across industries, and adapt and refine customer experiences for this new medium.
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