Publications
Publications
- May 2022 (Revised July 2022)
- HBS Case Collection
The Voice War Continues: Hey Google vs. Alexa vs. Siri in 2022
By: David B. Yoffie and Daniel Fisher
Abstract
In 2022, after five years of pursuing a new "AI-first" strategy, Google had captured a sizeable share of the American and global markets for voice assistants. Google Assistant was used by hundreds of millions of users around the world, but Amazon retained the largest share of the smart speaker market, and Apple's share was quickly growing following a strategic shift towards affordability. In addition, Chinese companies including Baidu and Alibaba dominated the smart speaker market in China, and their products were increasingly popular in foreign markets. Google CEO Sundar Pichai needed to figure out how to gain new users and grow Google Assistant's market share. Second, he needed to determine how Google Assistant would, if ever, generate revenue.
Keywords
Strategy; Artificial Intelligence; Deep Learning; Voice Assistants; Smart Home; Market Share; Globalized Markets and Industries; Competitive Strategy; Digital Platforms; AI and Machine Learning; Technology Industry; United States
Citation
Yoffie, David B., and Daniel Fisher. "The Voice War Continues: Hey Google vs. Alexa vs. Siri in 2022." Harvard Business School Case 722-462, May 2022. (Revised July 2022.)