Developing voice-based branding. Insights from Mercedes Case

This study arises from the nascent line of research that analyzes the implications of artificial intelligence with reference to branding. In particular, our goal is to analyze an under-investigated field, i.e. the innovation related to brand management and user-brand relationships as a consequence of the development of voice-based artificial intelligence platforms by companies. The exploratory research design is based on the qualitative analysis of a cross-sectional single-case study. The unit of analysis is the brand voice assistant project developed by Mercedes, which is one of the first branded voice assistant launched on the international market. First, by assuming the brand’s point of view, the analysis of this emblematic case has allowed to outline the marketing strategic objectives pursued by the company through the in-house development of a voice-based artificial intelligence platform. Moreover, our results delineate the main innovative aspects related to the creation of the brand vocal identity, as well as the design and management of the customer experience and customer brand engagement. This study represents a first contribution to the literature available about voice assistant and branding, highlighting opportunities and critical issues related to the construction of a direct and dynamic relationship between brand voice and user. Being qualitative, the research can not assume a general validity. However, the insights emerging from this study could guide future – both qualitative and quantitative – research about voice-based branding. In addition, the results offer useful suggestions to companies to seize the new marketing opportunities opened by voice-based branding.