Voice assistants as an innovation tool for medias

Using voice command, it is currently possible to talk to an intelligent device and ask it for the time, the weather forecast, to locate an address, to choose a music and to look for and execute programs, search for a recipe, a video or a movie or even purchase an airline ticket, among so many other things. All this by just saying at the start “Ok, Google”, “Hey, Siri” or “Alexa”.

These are just some examples of how voice assistants are already part of our daily lives. The theme will be debated on the panel “Voice Assistants and Chatbots: The New Relationship with Consumers”, to be moderated by Marcelo Guerra, technology manager for digital media at TV Globo. The panel runs from 2:00 until 3:20 pm on August 28 next within the 31st Technology, Media and Entertainment Business  Conference organized by SET, which is part of  SET EXPO, the largest technology, media and entertainment business event in Latin America.

“Voice has always been the most natural form of human communication. When it becomes possible to continually interact in a natural manner with machines using voice, a whole new range of possibilities opens up.  Voice assistants will be part of your life at different times, like at home, in the car and on cell phones, and the impact extends – beyond consumers – to concepts of marketing and content creators. Analyzing the data, we see that the increase in use is already exponential”, says Guerra.

Guerra will have the company of three speakers: José Nilo Cruz Martins, country manager of Alexa Skills at Amazon, who will talk about Amazon’s Alexa; Luis Motta, UX Customer Success – Take; and digital media coordinator at TV Globo, Eliseu Barreira Junior, who will talk about “The New Adventure of Globo in the World of Voice Assistants”.

The evolution of voice assistants also includes intelligent loudspeakers known as smart speakers, equipped with microphones to receive users’ commands. Proof of this are the investments of the tech companies that have created their versions of the product: Amazon Echo, in the case of Amazon; Google Home (Google), and HomePod (Apple), among others. Consulting company Gartner, Inc. estimates that this market will turn over US$ 3.5 billion by 2021. And the new generations are likely to be the drivers this consumption, according to Guerra.

“The media industry needs to start thinking about content and optimized metadata for voice-activated searches.  There are opportunities for innovation and monetization of content in this format of consumer engagement.  A behavior from the era of the radio, which is families gathered around the radio, is once again being observed with the use of smart speakers (with built-in voice assistants). New generations will use natural voice communication more than any other”, he says.


Divided into a Conference and a Trade Show, SET EXPO is the largest technology and media and entertainment business event in Latin America and one of the world’s largest. This year, for the conference alone 2000 attendees are expected, with an additional 5,000 at the Trade Show, from 38 countries, invading the Red Pavilion and the Expo Center Norte Convention Center to check out the novelties of 150 exhibitor companies representing over 400 Brazilian and international brands. The event takes place from August 26 thru 29.

Conference passes are on sale and there is a progressive discount depending on the number of days purchased.



Date: Conference: August 26 thru 29 | Trade Show: August 27 thru 29

Time: Conference: 9:00 am to 6:00 pm | Trade Show: 12 noon until 8:00 pm
Venue: Expo Center Norte – Red Pavilion and Convention Center.

Address: Rua José Bernardo Pinto, 333 – Vila Guilherme District – São Paulo – SP

Information and registration: