If you’ve ever snuck off to a private corner of your home or office to ask this question of your voice-activated assistant, you’ll know that they don’t always give a straight answer. Thankfully, We Are Social London was able to bring together some people who do know the answer to this question, and many more, for our recent Voice Tech 101 event.

 

如果你曾经偷偷溜到你的家里或办公室里问你的私人语音助手这个问题,你就会知道,他们总是无法给出一个直接的答案。值得庆幸的是,We are social聚集了一些知道这个问题的答案的人,并让你了解更多Voice Tech 101活动信息。

 

For those of you who were unable to join us at our London office or catch the livestream, we’ve pulled together a roundup of the most important learnings from the event here.

 

为了关照那些无法在伦敦办事处加入我们或观看现场直播的人,我们把要点都整理好了,内容如下。

 

“Voice represents a paradigm shift…”

“声音代表了模式的转变...”

 

Our innovation director, Tom Ollerton, kicked off proceedings with a bold opening statement about the impact of voice tech. The facts Tom presented speak for themselves: 62% of Brits use voice-operated devices and 50% of all internet searches will be by voice come 2020. Tom reminded us that while the brands should look to capitalise on the rare opportunity to be a part of “consideration set of one”, they must also remember that their voice Skill has to solve a real consumer problem and should pass Google’s twice-daily usage test, or ‘toothpaste test’.

 

我们的创意总监Tom Ollerton以一个大胆的开场声明揭开了有关语音技术的影响的序幕。Tom用事实数据证明了自己的观点:62%的英国人使用语音操作设备,到2020年,50%的互联网搜索将通过声音的实现。Tom提醒我们,虽然品牌应该利用这个难得的机会成为“consideration set of one”的一部分,但他们也必须记住,他们的声音技能必须解决消费者真正的问题,并要通过Google每日两次的使用测试或“牙膏测试”。

 

“No one told us about the ‘toothpaste test’…”

“没有人告诉我们‘牙膏测试’...”

 

Up next was Domino’s UK head of digital, Nick Dutch. Domino’s has been

gaining a huge amount of press for its recent Alexa Skill which We Are Social helped them develop. Few people expect a pizza brand to be so ahead of the curve when it comes to disruptive tech, but Domino’s has been delivering (token pizza pun) on its tech for many years. From the red button on Sky, to single-click/touch ordering, and now voice ordering through Alexa, Domino’s is committed to using tech to redefine the customer journey. Nick revealed that since its launch 20% of Domino’s ‘easy orders’ had come through Alexa and that the brand’s investors had been hugely impressed by their work in the voice tech arena.

 

接下来是Domino的英国数字负责人Nick Dutch。Domino为其最近的Alexa技能获得了很多新闻报道,We are social为他们的发展提供了帮助。几乎没有人认为Pizza会在颠覆性技术方面领先于Curve,但Domino多年来一直在技术上为pizza提供支持。从Sky的红色按钮,单击/触摸订购,到现在只需通过Alexa进行语音订购,Domino承诺使用技术来重新定义客户的旅程。 Nick透露,自从20%的Domino的“easy orders”通过Alexa推出以来,他们在声音技术领域的工作成就给品牌投资者留下了深刻的印象。

 

“Interrupt the skill and you kill the app…”

“运行中断,你卸载了应用程序...”

 

While it’s always encouraging for us as brands and advertisers to hear of tech

success stories, it’s equally affirming to find out that there are those out there who are finding this new tech frustrating. Chris Gathercole from FT Labs certainly had a few tales of tech struggle that he wanted to share with the audience, presenting a candid and detailed account of how the Financial Times has been trying to make voice work for its audience. For Chris and his team, turning text (news articles) into vocalised content was not enough to really add value to the experience already offered by their mobile or desktop platforms.

 

虽然听到科技成功的故事对品牌和广告商来说总是鼓舞人心的,但同样值得肯定的是,有些人发现这项新技术令人沮丧。FT实验室的Chris Gathercole有一些高科技斗争的故事想与观众分享,他明白而详细地介绍了“金融时报”是如何为观众制作声音的。对于Chris和他的团队来说,将文字(新闻文章)转换为声音内容还不足以为移动或桌面平台提供经验、增加价值。

 

For voice to really change the game, Their issue was that the current AI was still limited in its ability to understand conversational nuance and fielding queries mid-flow often resulted in the app crashing. His question: ‘Why can’t it change direction mid-content like my music apps?’ In their pursuit of success, they had however learned about the importance of linguistic nuances (Trump versus trumped) and that certain names can kill the app dead in its tracks.

The FT Labs’ work, while focussed on financial news reporting, seems to be performing a wider function of really pushing the boundaries of what voice can and should be capable of doing: holding a natural and engaging conversation.

 

为了让声音真正改变程序使用,AI引擎不得不让读者时常中断,插话,提供更多的信息,或者从正在阅读的故事中中断。他们的问题是,目前的AI在理解对话的细微差异和查询查询的能力方面仍然受到限制,因此中途经常导致应用程序崩溃。他的问题是:“为什么不能像我的音乐应用程序一样直接改变内容方向?”在追求成功的同时,他们了解了语言细节的重要性(Trump versus trumped),某些名字可以在运行过程中卸载一个APP。金融时报实验室的工作集中在财经新闻报道上,目前似乎正在发挥更广泛的作用,真正推动声音功能的界限:进行自然而富有吸引力的对话。

 

Whether we view it as a game changing or somewhat frustrating, voice tech is growing in prominence and importance and brands and advertisers need to keep up to speed with how this tech is changing our lives.

 

无论我们将其视为一种进步还是一项有些令人沮丧的游戏,语音技术日益突出、变得更加重要,品牌和广告客户需要跟上技术发展的速度。

 

Thanks to all those who could attend. We hope this roundup was useful to all those of you who were unable to make it and, if you'd like to hear from the speakers in more detail, you can rewatch the whole livestream on our Facebook page.

Join us on October 25th for our next event, Influencer Marketing Masterclass.

 

感谢所有能出席的人。我们希望这篇综述对所有无法做到这一切的人有所帮助,如果您想更详细地听到演讲者的的演讲内容,您可以点击whole livestream on our Facebook page再次观看。

 

10月25日,欢迎加入我们的下一次活动:影响力营销大师班。

 

Links in this article:

文中引用的文章:

catch the livestream 

https://www.facebook.com/wearesocial/videos/10155965409543706/

 

Tom Ollerton

https://twitter.com/mrtomollerton

 

Nick Dutch

https://twitter.com/thedutch81?lang=en

 

WeAre Social helped them develop

https://wearesocial.com/uk/blog/2017/09/dominos-uk-delivering-future-pizza

 

Chris Gathercole

https://twitter.com/upthebuzzard

 

 whole livestream on our Facebook page

https://www.facebook.com/wearesocial/videos/10155965409543706/

 

Influencer Marketing Masterclass

https://influencermasterclass.eventbrite.com/?aff=Blog