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  • May 2022 (Revised July 2022)
  • Case
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The Voice War Continues: Hey Google vs. Alexa vs. Siri in 2022

By: David B. Yoffie and Daniel Fisher
  • Format:Print
  • | Language:English
  • | Pages:29
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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.)
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About The Author

David B. Yoffie

Strategy
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Related Work

    • June 2022 (Revised July 2022)
    • Faculty Research

    The Voice War Continues: Hey Google vs. Alexa vs. Siri in 2022

    By: David B. Yoffie
    • May 2022 (Revised July 2022)
    • Faculty Research

    The Voice War Continues: Hey Google vs. Alexa vs. Siri in 2022

    By: David B. Yoffie and Daniel Fisher
Related Work
  • The Voice War Continues: Hey Google vs. Alexa vs. Siri in 2022 By: David B. Yoffie
  • The Voice War Continues: Hey Google vs. Alexa vs. Siri in 2022 By: David B. Yoffie and Daniel Fisher
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