A new research project by IAB (Internet Advertising Bureau) UK – the trade association for digital advertising – has mapped out how voice technology will develop in the future, delving into what this means for its own industry as well as the brands and agencies looking to enter this space in the future.

What you’ll learn:

  • The basics of voice technology and how it has developed over time
  • The wider cultural trends associated with voice
  • What early adopters are excited about, and how best to tap into their needs
  • Predictions from the brightest minds on this topic, with specific opportunities and threats identified
  • Practical guidance and advice on what to start thinking about

In one of the most comprehensive qualitative studies of a rapidly emerging and exciting technology, IAB UK and IPSOS first consulted experts outside of the digital advertising industry – including a Futurologist, Sound Historian and Professor of Robot Ethics – in order to ground their knowledge in wider trends, as well as asking early adopters to design their dystopian and utopian futures for voice technology.

Experts from within the digital advertising industry then helped identify the opportunities, risks and potential threats brands will need to navigate as voice technology develops.

The research has revealed three key insights:

  • Human communication is wondrously complicated, and conversational architecture is a complex new field for brands to navigate
  • The technology is advancing rapidly and expectations are high. Consumers are excited about how the new technology can add value to their lives and help them become the best versions of themselves. Brands should aspire to fill this role
  • There are many routes brands can take with voice technology, which aren’t necessarily centred around traditional advertising or smart speakers. Brands should put a lot of thought into choosing the right one

MRS’ Speaker Evening in March covers the key findings from this research, plus tips on how to implement plans. Speakers Steph Clarke and Joe Roberts-Walker promise to inspire us about the future of voice technology and give us greater confidence to talk about voice with colleagues and clients.

About the speakers:

Steph Clarke is Research Manager at IAB UK, the trade body representing the digital advertising industry. Steph has been heavily involved in IAB’s core research pieces, including the bi-annual Adspend study Real_Living and, most recently, Find Your Voice. She has a degree in Neuroscience and previously worked at Bauer before joining the team at IAB UK in 2015.

Joe Roberts-Walker is a Senior Research Executive at Ipsos MORI working in the brand and media development team. Joe has been at Ipsos for just over 1 year working on broad array of brand, media, culture, and tech focussed research projects. He has over 5 years of qualitative research experience having previously held positions at Discovery Research and Spinach. Joe’s academic background in political science makes him inquisitive but also a sceptic of sorts. “I’m so excited about the potential benefits voice technology has to offer so it was fascinating to work on this project to see if all the hype was true. The views of consumers and experts will be so important to the development of this technology and facilitating that conversation is one I treasured’.


Bookings will open approximately 6 weeks before each event. 

This event is free for MRS members. Non-members are welcome to attend for a fee of £25.00 + VAT, which must be paid in advance.

If you would like to join MRS to enable you to attend this event for free and take advantage of the other benefits of membership please click here.


The Old Trading House, 15 Northburgh Street,London,EC1V 0JR

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