With Real-Time Analytics, Alexa Will Soon Know You Better

Use of analytics means your digital assistant will know a lot more about you. Expect marketers to use them to develop closer relationships with consumers.

In India, where Amazon’s Alexa assistant is beginning to take off, there was a time when the system’s language processing technology sometimes mistook the Hindi word achcha for “Alexa”—and offered to engage in conversation. Since achcha can mean a wide variety of things depending on the inflection—including “okay,” “oh!” and “listen!”—the glitch could lead to funny interactions between a typical chatty Indian family and its digital assistant. . .

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