As a nascent space, voice technology’s full potential has not yet been realized. But in the last few years, assistants have made large strides in the quest to be smarter, seamlessly providing user experiences that quickly answer increasingly complex queries with comprehensive responses. For example, Alexa Conversations—released in July— enables the devices to understand more nuanced requests. With new Amazon and Google features, users can utter commands to perform tasks within mobile apps. Devices across the spectrum are integrating voice tech, forming a connected ecosystem that shares information. Not only do these software improvements push toward a future that centers on ambient computing, they are opening up new opportunities for brands to make their mark before others as the field continues to advance.