Google Assistant is coming to Denmark

After several months of waiting, the Google Assistant voice service is now coming to Denmark. The voice service is a "female", and functions along the same lines as Apple's Siri, but is far more advanced. You can get the assistant to perform a variety of tasks on your phone or tablet, but also have it perform Google searches, and have the results read aloud.

Smart speakers bring digital assistants into our homes

Google initially chose to restrict the Danish Assistant to phones and tablets but announced that later this year, Google Assistant will be available on smart speakers and other devices. Amazon, and their Alexa, have been on the market for a couple of years, but not in Danish. We now get digital assistants through Google Assistant. Smart speakers have been in explosive growth in the US for a couple of years, and by the end of 2018, half of all US homes will have one or more smart speakers.

When we can interact with brands, businesses and services via speech, it sets entirely new requirements for the design of the user experience. Communication, search and viewing are significantly different without an accompanying visual experience. According to comScore, half of all searches will be voice-based in 2020. It's quite a bold prediction but it also says a lot about the size of this and that voice services should be incorporated as part of the marketing strategy.

Therefore, we should start designing for the new technologies and try to meet these trends. There are already some major brands in Denmark that have done. Netto, Matas and Coop have taken the step of using Google Assistant to improve their customers' lives.

Using Google Assistant, Netto and Coop customers can simply speak their shopping list rather than write it down. For example say: "Add milk to my shopping list", Google Assistant will ensure that it is listed on their shopping list.


Those who dare fail now will succeed in the future

There is no doubt that companies who dare to try out the opportunities with Google Assistant now will succeed later. It is possible they make a lot of mistakes, but these are the ones who get the experience and find the key to success. Voice services will become an integral part of our everyday lives in the future. And in a few years we’ll probably see videos of kids talking to their old refrigerator, just as we've watched videos of kids trying to swipe the pictures in a magazine.


Tommy Davis