Google Assistant: More chatty in more languages

The Google Assistant is going global, with more languages and deeper integration opportunities for advertisers and agencies.

Google has announced more languages and deeper integrations for its virtual personal assistant.

By the end of 2018, Google Assistant will be able to understand over 30 languages, including Danish, Dutch, Hindi, Indonesian, Norwegian, Swedish, and Thai. The virtual PA will also support multilingual families, that speak, for instance, English and Urdu in the same household.

The second update pertains to routines and location-based reminders. Users will be able to customize a series of events that are part of their daily routines, such as “pick up the kids” or “collect laundry”, when a particular command is spoken such as “OK Google, I’m home.” Depending on where a user is, reminders will be issued based on location.

Advertisers and agencies have the opportunity to invest in voice-based search optimisation in order to send contextual voice-ads that line up with a routine or help achieve a goal.

The third update will allow advertisers and agencies to build out deeper integrations within Google Assistant, with Alphabet working with manufacturers of non-Android phones. This, Alphabet hopes, will make the Google Assistant more friendly on such devices.

Manufacturers can create integrations for device-specific commands, creating room to work with first-come-first-serve advertisers and agencies that want custom integrations. This opens room for a business such as Nestlé to sponsor the good morning messages and breakfast recommendation a device user hears every day, for example.

Source: campaignasia.com; 5 Mar 2018

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