Consumers are twice as more likely to speak to their car dashboards and smart home devices (56%) than use touch (31%), according to a study conducted by Iris Flex. Four in 10 talk to their apps (37%) or type (40%). Voice competes head-on with tactile choices across AI-powered systems. The shift toward voice as a preferred interface opens pathways for advertisers, device makers and publishers to engage intuitively with consumers.

Opportunities for Advertisers and Publishers:

Idil Cakim, Founder and CEO of the research company Iris Flex™, points to additional signals of innovation: “Voice-first audiences present a steppingstone toward building credibility with AI-generated messaging.”

While only 18% of U.S. adults find AI-driven advertising reliable, AI ads resonate with:

• 64% of those who want to talk to their car dashboard
• 61% of those who prefer to direct smart home devices with their voice
• 54% of those who talk to apps

The convergence of voice interfaces and the audio content ecosystem presents opportunities:

1- Audio engagement: Voice-command technology streamlines audio consumption, from playing podcasts on smart speakers to switching radio stations in cars. This frictionless access boosts engagement, giving audio publishers with smart speaker and drive-time audiences a competitive edge.

2- Short purchase cycle: Advertisers can tailor their ads, pairing content with voice-based commands. For example, a podcast listener might hear a voice-activated call to action such as, "Say order now."

3- Voice-first environments: Brands can amplify both reach and relevance by crafting content and ads optimized for devices and retail, hospitality, travel and healthcare related locations.

"As our voice interactions with AI evolve, advertisers can unlock new possibilities by aligning their strategies with consumer preferences," adds Cakim.

Methodology: The AI Gap Study is an online survey conducted by Iris Flex in partnership with TestSet, a leading provider of consumer insights data, in February 2025. It is based on a nationally representative sample of n=1,003 U.S. adults (P18+). The sample is census-balanced on age, gender and region metrics.

About Iris Flex™: Iris Flex is a research company dedicated to helping businesses stand out and grow through tailored thought-leadership platforms. The AI Gap, Iris Flex’s proprietary syndicated study, explores the intersection of AI business capabilities and consumer needs. For more information, visit irisflex.com.

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"As our voice interactions with AI evolve, advertisers can unlock new possibilities by aligning their strategies with consumer preferences," notes Idil Cakim.