 A voice assistant at its core is designed to answer consumers' questions or to be utilized to do an action for a user. A voice assistant utilizes natural language processing to answer the questions that a consumer has. You ask the device a question that query goes up into the cloud essentially and in seconds the natural language processing figures out the structure that sentence sends it back to you and tells the device what to say back to you. It also utilizes databases of information like skills or actions to fulfill consumer journey. The more interactions that these devices have, the more information they gain, the more they learn, they will learn from their mistakes. We can also help them learn from their mistakes by programming negatives in the back end. Language variations and accents will make it difficult for a voice assistant to understand what a query means. Someone from the UK might call sneakers trainers and if the voice assistant doesn't understand that a trainer is a sneaker, it's not going to answer that question correctly. Not all voice assistants work the same. Amazon with its core in e-commerce and then you also have Google who has 20 years of search experience. They're going to attack answers to questions and the utility in different ways. Microsoft's Cortana, Microsoft is investing a lot of money in chatbots at this point. You also have Facebook entering the ecosystem with a voice device. They're a little late to the game but with as many users as they have, not someone that we can ignore. What's next for voice is, in my opinion, the evolution of augmented reality and the different applications that that could possibly have for users, overlaying directions over the camera on your phone when you ask your assistant on your phone for directions to lead you to that place instead of just having your head down looking at a map, you could actually hold your phone forward. There are a lot of applications that we could use in the future to really help self-care. There are a lot of things that make me excited about the future of voice assistance and voice search.