Observed Signal · Sep 24, 2025 · Market Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Why Voice AI Is the Most Natural Customer Experience Channel
This article examines the growth of Voice AI in customer experience, highlighting three key trends: demographic adoption (nearly 50% of US internet users have used voice assistants), vertical market expansion (80% of businesses plan to implement AI-driven voice tech by 2026), and real-time integration with CRMs, CCaaS, and marketing platforms. It cites multiple sources including EMarketer, PwC, Zendesk, and Statista, projecting a 34% CAGR for voice AI agents to reach $47 billion in a decade. Quotes from industry experts at COMMfusion and Invoca emphasize voice as the most natural communication channel, boosting customer satisfaction and business outcomes. Future use cases span ecommerce, healthcare, banking, and device commands.
Provides market data and trends on Voice AI adoption in customer experience, relevant to MarTech/CX vendors but not a major industry shift.
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Key Takeaways & Evidence Grounding
- Nearly 50% of US internet users had used voice assistants as of 2024.
- 89% of voice assistant users access them via smartphones, with Gen Z at 94%.
- Market.us projects voice AI agents to grow at 34% CAGR to $47B in 10 years.
- 80% of businesses plan to use AI-driven voice technology in customer service by 2026 (Statista).
- PwC reports 50% of consumers have made a purchase assisted by voice AI.
Connected Companies & Entities
12 Entities mapped“Blair Pleasant cited Zoom as an example of how agentic AI keeps growing as leading companies expand their voice AI usage....”
“Blair Pleasant cited Deepgram as an example of how agentic AI keeps growing as leading companies expand their voice AI usage....”
“According to EMarketer, 89% of voice assistant users access it via smartphones....”
“According to PwC, 50% of consumers have made a purchase assisted by voice AI....”
“According to Zendesk, nearly 80% of CX leaders believe voice AI is ushering in a new era of seamless problem-solving....”
“Statista projects 80% of businesses will use AI-driven voice technology in customer service by 2026, and voice assistant users to reach 157 ...”
“Invoca is cited as a good example of voice AI used in sales channels; Surbhi Rathore, VP of AI product and strategy, says they use Voice AI ...”
“Voice AI integrates with CCaaS platforms such as Genesys....”
“Voice AI integrates with CCaaS platforms such as NICE....”
“Voice AI integrates with CRMs such as Salesforce via APIs....”
“Voice AI integrates with CRMs such as HubSpot via APIs....”
“Blair Pleasant cited AWS as an example of how agentic AI keeps growing as leading companies expand their voice AI usage....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
LinkedIn says don't treat leads as finish in B2B
At LinkedIn's B2Believe event in its new Empire State Building space, executives and practitioners called for a shift from lead-centric B2B marketing to a 'full journey' approach that links signals, targeting, creative, full journey, and measurement. Jae Oh, senior director of product management, revealed that fewer than 10% of upper-funnel audiences make it into bottom-funnel campaigns, urging marketers to connect awareness with demand capture. Research from LinkedIn's B2B Institute with eMarketer showed 77% of marketers say they no longer target individuals, yet only 31% have a playbook for activating audiences down the funnel. Practitioners from Canva, SAP, Mastercard, and others shared examples of aligning marketing and sales on common signals. LinkedIn also outlined a product roadmap focused on cost-per-opportunity targeting, multi-format campaigns, agentic workflows, and incrementality forecasting.
TikTok Expands Off-Platform Ad Network to US
TikTok expanded its TikTok Ad Network (formerly Pangle) to US advertisers, announced at Advertising Week New York. The network spans nearly 400,000 premium third-party apps globally, allowing advertisers to extend campaigns off-platform. It aims to increase TikTok's share of ad budgets by leveraging its data and algorithms. Advertisers express cautious interest, seeking transparency, control, and proof of incremental reach, while noting competition from Google, Meta, and Amazon. Some see potential for lower CPMs and improved performance with proper guardrails. TikTok's US ad revenue was $14.12 billion in 2025, projected to reach $17.69 billion in 2026, with global ad revenue projected at $43.89 billion by end of 2026.
Zoom's Marketing Rebuild: Beyond Pandemic Fame
At AdExchanger's Programmatic IO, Zoom's VP of brand and content, Josh Reed, discussed the company's marketing overhaul. Despite 99% unaided brand awareness, Zoom is pigeonholed as a video call app. Reed highlighted the 'iceberg' problem: being known for one thing while other products like contact center, events platform, VoIP, and AI tools remain invisible. Under CMO Kim Storin, Zoom consolidated marketing functions, expanded into linear TV, creator partnerships, and affiliate marketing. They launched the Solopreneur 50 program and are experimenting with commission-based creator models. Measurement is shifting from last-touch to multi-touch attribution using Snowflake as a data spine. Zoom is also adapting to the 'dark funnel', where B2B research starts in LLMs and AI chatbots, requiring a new approach to meet buyers where they are.
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