How Amazon’s Alexa Will Change in 2023 (We Asked 3 Marketers)

How Amazon's Alexa Will Change in 2023 (We Asked 3 Marketers)
Picture this: it’s 2023, and you’re cooking dinner while catching up on your favorite podcast. Suddenly, you realize you need a new recipe ingredient that you forgot to pick up at the grocery store. But instead of reaching for your phone, you simply ask Alexa to add it to your shopping list. As you continue cooking, Alexa reminds you of the new sales promotion at your favorite store, and you decide to order your groceries through Alexa. This scenario may sound like science fiction, but with the rapid advancements in voice assistant technology, it’s closer to reality than you may think. Amazon’s Alexa is at the forefront of this revolution. In this article, we’ll explore how it’s expected to evolve by 2023 and how it will impact the marketing industry. How Amazon's Alexa Will Change in 2023 (We Asked 3 Marketers) We’ve gathered insights from three marketers to give you a glimpse into the future of voice assistant technology and how it will shape how businesses approach digital marketing So, whether you’re a small business owner or a marketing professional, buckle up and get ready to discover the exciting possibilities ahead! First, let’s address the elephant in the room…

What is Alexa?

Alexa is Amazon’s voice assistant and the brain behind millions of devices like the Amazon Echo, Echo Dot, and Echo Show.  The voice assistant provides capabilities that enable customers to create a more personalized experience. Alexa is designed for voice recognition so that when someone issues a voice command, the voice assistant understands and provides a reply to questions in a matter of seconds. It’s perfect for playing music, making dinner reservations, providing weather updates, powering your smart home, and more.

Trends and Advancements in Alexa’s Technology

Alexa’s technology is expected to undergo significant advancements by 2023. These advancements will include improvements to its natural language processing (NLP) capabilities, allowing it to better understand complex requests and respond more accurately. Plus, it’s expected to integrate with more smart devices, allowing users to control their entire smart home ecosystem through voice commands. But Alexa’s evolution isn’t just about technological advancements; it’s also about adapting to emerging trends in the voice assistant industry. 


One of the most significant trends is the move towards personalized experiences. Voice assistants are increasingly becoming more intuitive, learning users’ habits, preferences, and even emotional states to deliver more tailored responses. As a result, Alexa is likely to adopt more personalized features that cater to individual users.


Another trend that’s gaining momentum is the integration of voice assistants into other technologies. For example, it’s becoming more common for voice assistants to be integrated into cars, wearables, and even home appliances. This trend presents new opportunities for businesses to reach consumers through voice-enabled experiences that integrate with these various technologies. All these advancements and trends in Alexa’s technology will have a significant impact on the marketing industry.  For businesses, voice assistants offer a new channel to engage with customers and create personalized experiences. With Alexa’s increasing capabilities, businesses can leverage the technology to provide more value to customers and deepen their brand engagement. For example, a clothing retailer could use Alexa to provide personalized fashion recommendations to customers, taking into account their past purchases and style preferences. A restaurant could use Alexa to allow customers to place orders and make reservations through voice commands, making the process more convenient and efficient. The possibilities are endless, and the businesses that leverage voice assistant technology early on will have a competitive advantage in the marketplace. As Alexa’s capabilities continue to grow, its impact on the marketing industry is also on the rise. For one thing, many people are now using Alexa and other voice assistants to search for information online. If you’re a marketer, this is an exciting opportunity for you to present your website to users who use voice assistants for their search queries. In 2023 and beyond, more SEOs are expected to take advantage of this and optimize their websites for voice search. If you want to learn how to optimize your website for voice search, we have a detailed guide here on Alexa Ranking.

What Do Marketers Think?

As mentioned earlier, we gathered some insights from some marketers to give you a sneak peek into the future of voice assistants like Alexa and how they will impact the marketing industry. 

The Growing Adoption of Voice Search and the Increasing Popularity of Alexa

Michael Njefi, CEO of award-winning Canadian digital marketing agency, Digital Hama, believes that Amazon’s Alexa will see exponential growth in 2023, as more and more people embrace voice search. According to Njefi, Alexa’s popularity is already on the rise, with over 100,000 skills available on the platform, and around seven in ten smart speaker users in the US using Amazon Echo. One of the most significant impacts of Alexa’s growth is the increasing number of smart home devices that support the platform. As of 2020, around 100,000 devices were compatible with Alexa, allowing users to control everything from their lights to their thermostats through voice commands. This trend is expected to continue, with more devices becoming Alexa-enabled in the coming years. Another area where Alexa is expected to have a significant impact is online shopping. In 2020, around 10.8% of digital buyers relied on Amazon Alexa for their online shopping needs. Njefi posits that this trend will continue to grow, as Alexa’s NLP capabilities continue to improve, making it easier for users to shop through voice commands. So, how can businesses leverage these changes to improve their marketing efforts, you might ask?  One way is by developing Alexa skills that cater to their target audience. For example, a retail company could create an Alexa skill that provides users with product recommendations based on their search history or purchase history. Similarly, a restaurant could create an Alexa skill that allows users to place orders through voice commands, streamlining the ordering process and improving the customer experience. Michael Njefi’s insights highlight the immense growth potential of Alexa and the opportunities it presents for businesses. By leveraging Alexa’s capabilities and developing voice-enabled experiences that cater to their audience, businesses can improve their marketing efforts and gain a competitive edge in the marketplace.

Potential Advancements in Alexa’s Voice Recognition and Interactive Capabilities

Waqar Habii, a freelance writer and content marketing specialist shared some valuable insights into the future of Alexa and how it will impact the marketing industry.  He highlighted the expected rise in the use of voice assistants, with the number of voice assistants in use worldwide expected to reach 8 billion by 2023. This presents a significant opportunity for marketers to reach their target audience through voice-based advertising and content. In terms of advancements in Alexa, Waqar expects Amazon to continue investing in improving the accuracy and naturalness of its voice recognition technology.  How Amazon's Alexa Will Change in 2023 (We Asked 3 Marketers) This could lead to more advanced voice-based search capabilities, making it easier for users to find what they’re looking for. It will allow marketers to optimize their content for voice search, creating opportunities for better visibility and engagement.

Voice-based Interactions

Another potential development that Waqar highlighted is an expansion of Alexa’s capabilities beyond simple voice-based interactions. For example, Amazon may introduce features that allow users to interact with Alexa through touch or gesture-based commands. This could create new interactive content opportunities for marketers with voice-based search experiences that can enhance personalization. Finally, Waqar expects Amazon to introduce new integrations with third-party platforms and services, further expanding the range of applications for Alexa. This could include integrations with e-commerce platforms, social media networks, and other marketing channels, providing marketers with new ways to reach and engage with their target audience.  These integrations will allow businesses to leverage Alexa as part of their wider marketing strategies, driving increased engagement and revenue through voice-based interactions. Overall, it’s clear that voice assistants like Alexa will continue to play an important role in the marketing industry in the coming years. By staying up to date with the latest trends and developments in this space, marketers can take advantage of this growing opportunity to reach and engage with their target audience through voice-based interactions, creating new and exciting ways to drive business growth and success.

The Integration of Alexa

Samed, an entrepreneur, believes that the increasing use of voice-enabled devices and voice search will continue to impact the marketing industry in the coming years. As Alexa continues to dominate the voice assistant market, businesses will need to optimize their content and advertising strategies for voice search.  He expects that by 2023, Alexa’s capabilities will expand even further to include more advanced voice recognition and natural language processing, which will make it easier for users to interact with the device and make purchases. Another trend that Samed highlights is the integration of Alexa with other smart home devices and systems. As more consumers adopt smart home technology, Alexa could become the central hub for controlling and managing all of these devices, including lights, thermostats, and security systems. This integration presents an opportunity for marketers to deliver targeted ads and promotions based on users’ interactions with these devices. In terms of specific advancements, Samed suggests that Amazon could incorporate more advanced machine learning and AI (artificial intelligence) technologies to improve Alexa’s ability to understand and respond to users’ queries. This could include more personalized recommendations and responses based on users’ preferences and past interactions with the device. Additionally, Alexa could potentially integrate with emerging technologies such as augmented reality (AR) and virtual reality (VR), which could open up new possibilities for immersive and engaging advertising experiences. Overall, Samed believes that businesses will need to adapt and stay on top of emerging trends and best practices in voice-enabled technology to effectively engage with consumers through these channels. By leveraging the expanding capabilities of Alexa and other voice assistants, marketers can create more personalized and engaging experiences for their target audience.

Embracing the Future of Marketing with Voice Assistants like Alexa

The insights shared by the marketers we spoke with highlight the growing importance of voice assistant technology in the marketing industry. By incorporating voice search optimization, voice-enabled advertising, and interactive content, businesses can improve their marketing efforts and stay competitive in the rapidly evolving digital landscape. Voice assistants like Alexa will continue to play a significant role in the marketing industry in the coming years. As such, it’s crucial for businesses to stay up to date with the latest advancements and trends in voice assistant technology and consider how they can incorporate them into their marketing strategies.  Doing so can provide businesses with new opportunities to reach and engage with their target audience and stay competitive in an ever-evolving marketing landscape. Over to you! Are you ready for the changes that are coming with Alexa in 2023 and beyond?  Or maybe there’s a trend we didn’t cover in this guide. Either way, we’d love to hear from you. So, go ahead and leave a comment below!

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