Despite the growing user base of virtual assistants, the technology as an ad channel is not one that regularly comes up on the media plan.

Voice assistants like Alexa have been in the market for more than five years, but the tech giants have only recently implemented the means for people to truly interact with audio ads, Timo Kunz, chief executive and co-founder of the startup Aflorithmic, told The Drum, making reporting and attribution tricky.

Bottom line

Tech companies are battling to improve their generative AI products and capabilities.

Apple is one tech company that has been quieter about its generative AI efforts. Bloomberg reported the company is internally testing a tool similar to OpenAI’s ChatGPT.