Dive Brief:

• Adobe is bringing voice analytics to the digital assistant and voice-enabled devices market, the company announced Thursday. With voice-enabled devices seeing dramatic growth, Adobe Sensei automates voice data analysis for audience insights and recommendations.

• As part of the Adobe Analytics Cloud, companies can analyze voice data across all major digital assistant platforms, including Amazon Alexa, Apple Siri, Google Assistant, Microsoft Cortana and Samsung Bixby, according to the announcement.

• Beyond measuring frequency of use and actions taken after a voice request is made, the tools capture "user intent," such as a request to play a song, along with specific parameters, such as what artist a user is requesting. 

Dive Insight:

The voice-enabled devices and digital assistants market is growing more robust as suites of third-party integrations work to capitalize on the innovation of internet giants. As the digital assistants become more responsive and capable, companies look toward analytics to help measure application success and ROI.

Sales of voice-enabled devices have grown 39% year-over-year, according to Adobe. Though Adobe data found half of U.S. consumers don’t use voice assistants, the market is likely to continue expanding as the virtual assistants get better at natural language processing.

The consumer market for digital assistants is promising, but the true payoff for these devices will come from the enterprise market, with full integration into corporate work flows. Businesses are already experimenting with how to incorporate conversational UIs into the workplace to help to simple tasks, alleviating busy work to focus on the bigger picture.

Now the question becomes, which digital assistant is going to be the one to really take off? The "smarts" of a digital tool will likely play a role. Analysis has placed Google Assistant ahead of the pack, though Amazon Alexa is also proving to be a powerful tool.