Artificial Intelligent (AI) In-home Voice Assistants have seen unprecedented growth. However, we have little understanding on the factors motivating individuals to use such devices. Given the unique characteristics of the technology, in the main hands free, controlled by voice, and the presentation of a voice user interface, the current technology adoption models are not comprehensive enough to explain the adoption of this new technology. Focusing on voice interactions, this research combines the theoretical foundations of U&GT with technology theories to gain a clearer understanding on the motivations for adopting and using in-home voice assistants. This research presents a conceptual model on the use of voice controlled technology and an empirical validation of the model through the use of Structural Equation Modelling with a sample of 724 in-home voice assistant users. The findings illustrate that individuals are motivated by the (1) utilitarian benefits, (2) symbolic benefits and (3) social benefits provided by voice assistants, the results found that hedonic benefits only motivate the use of in-home voice assistants in smaller households. Additionally, the research establishes a moderating role of perceived privacy risks in dampening and negatively influencing the use of in-home voice assistants.

Introduction

Artificial Intelligence (AI) has become an important topic amongst individuals and firms over recent years (Guzman, 2018), particularly given the growth of Voice Assistants (VAs). AI powered Voice Assistants including Amazon’s Echo, Google’s Google Assistant, Microsoft’s Cortana and Apple’s Siri have all contributed to the changing way in which individuals consume content, complete tasks, search for information, purchase products and interact with firms. McCue (2018) highlights that 27% of the global online population is using voice search, while it is predicted in-home voice assistants will see a growth of 1000% from 2018 to 2023 (Juniper & Research, 2018). Accordingly, Gartner (2016) estimates that voice assistants will replace other technology such as PCs and laptop computers for many utilitarian shopping activities. While concerning for some individuals, voice assistants are always in listening-mode and are activated upon hearing a key word (also known as a ‘wake-word’) to commence its functionality (e.g. Okay Google, or Hey Alexa). Upon consuming the key word, the device is ready to interact with its user. The voice assistant uses natural language processing and machine learning to interpret and understand the language of the user and processes a response all within real time (Hoy, 2018). Therefore, due to the sophisticated programming of this technology, voice assistants are able to engage in complex dialog with an individual and execute multiple user requests. Given the overwhelming growth of voice-based technology, many individuals are communicating with voice assistants as part of their everyday life in the same way as they would with other humans (Sundar et al., 2017). Voice powered AI technology and individuals’ interactions with them is a timely and important area of research given the limited understanding we have on why individuals interact with in-home voice assistants and the proliferation of the technology.