What if we took a holiday? Enriching Advertising with Intelligent Voice Assistants

Pedro Miguel Oliveira, João Guerreiro, Paulo Rita

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


For several decades, the entertainment industry has created an imaginary relationship between human and non-human beings like robots, humanoids, or other artificial intelligent (AI) devices, some of which could perfectly hold a fluent conversation and respond to voice instructions. AMELIA, the conversational AI, is the current market-leading solution that incorporates the main elements of human interaction (e.g., expressions, emotions, logical
conversation, and understanding), enabling digital employees creation and delivering the “most engaging user experiences” (Amelia, 2022). The Intelligent Voice Assistants (VAs) are the most prominent technology and a fast-evolving disruption on human-computer interaction (Moriuchi, 2019). This technology has become of paramount importance on smart devices and is exponentially rising worldwide with over 8.4 billion VAs expected in 2024 (Laricchia, 2022).
Given the spreading technological development, VAs will certainly play a major role for marketers on brands’ communication strategies, advertising effectiveness and purchase intentions. In fact, with the communication automation process, VAs sophistication growth is leading to personalized and assertive recommendations, contextualized conversations with consumers, which will certainly enhance consumer engagement with the brand (Hoy, 2018;
McLean et al., 2021; Tassiello et al., 2021). However, how will advertising value be influenced by AI attributes?
Original languageEnglish
Title of host publicationAIRSI 2022
Subtitle of host publicationTechnologies 4.0 in Tourism, Services & Marketing, University of Zaragoza Spain 11-13 July 2022. Conference Proceedings
Number of pages5
Publication statusPublished - 1 Aug 2022
EventAIRSI 2022. Technologies 4.0. Tourism, Services & Marketing - University of Zaragoza, Zaragoza, Spain
Duration: 11 Jul 202213 Jul 2022
Conference number: 4th


ConferenceAIRSI 2022. Technologies 4.0. Tourism, Services & Marketing
Abbreviated titleAIRSI 2022
Internet address


  • artificial intelligence
  • parasocial relationship
  • advertising value


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