Chinese consumers want innovative intelligent voice assistants

City in China at night

The landscape of intelligent speakers is rapidly evolving, with China leading the charge in this technological revolution and Chinese consumers’ desire for innovative voice assistants. Through the integration of cutting-edge voice recognition and language comprehension technologies, these devices are transcending their origins as mere voice assistants.

Voice-activated multitasking has ushered in a new era where smart speakers are no longer confined to playing music or providing weather updates. Users now wield the power to perform a diverse array of tasks through voice commands, including watching videos, browsing photos, initiating video calls, conducting internet searches, and even placing orders for meals, groceries, and medication. This expanded functionality owes much of its existence to the swift advancement of voice recognition and language comprehension technologies.

Baidu, the Chinese tech giant, has made significant strides in capitalizing on the burgeoning smart speaker market in China. They’ve introduced a series of smart video speakers, known as Xiaodu Zaijia, complete with integrated touchscreens and powered by DuerOS, Baidu’s conversational AI technology. This initiative seeks to broaden the role of smart speakers across various scenarios, such as connecting seniors to immediate assistance and providing virtual companionship through AI-driven conversations.

Integral to Baidu’s strategy is the incorporation of AI large language models (LLMs) into their intelligent terminal devices, spanning smart speakers, tablets, and headsets. LLMs, armed with extensive datasets, possess the capability to generate content in the forms of text, images, audio, and video. This promises to elevate the user experience, rendering interactions with smart speakers more intuitive and natural.

In terms of market outlook, Runto, a market consultancy, predicts a modest increase in smart speaker sales in China, projecting an uptick from 26.31 million units in 2022 to 27.15 million units in 2023, signifying a 3 percent year-on-year growth. In 2022, Xiaodu seized the top position in the domestic smart speaker market with a substantial 35 percent share, with Xiaomi closely trailing at 31 percent, followed by Alibaba’s Tmall Genie and Huawei.

A report from global market consultancy Canalys underscores the pivotal role played by advancements in speech recognition, natural language processing, and LLMs in transforming the smart speaker industry. These improvements are poised to metamorphose voice assistants into indispensable virtual companions, offering both convenience and companionship while addressing user frustrations.

Alibaba Group, too, has made substantial investments in bolstering its artificial intelligence of things (AIoT) ecosystem, centered around its flagship smart speaker, Tmall Genie. The integration of additional content and services across Alibaba’s platforms, spanning entertainment, education, healthcare, and online shopping, serves to enhance the user experience. Furthermore, Alibaba has plans to integrate AI chatbots resembling ChatGPT into its diverse businesses, ensuring personalized and natural interactions.

As smart speakers evolve, the maintenance of an ecosystem supported by third-party developers, hardware manufacturers, and service providers becomes paramount. Jason Low, research manager for Canalys, underscores the importance of ecosystem partners adapting to shifting user habits and closely monitoring the achievements of platform vendors.

Smart speakers in China are undergoing a remarkable transformation, evolving from simple voice assistants into versatile virtual companions. Companies like Baidu and Alibaba are spearheading this revolution, investing in advanced technologies and ecosystem development to deliver enriched user experiences. As the market continues to expand, the role of smart speakers in Chinese households is expected to grow, enriching users’ lives in myriad ways beyond mere voice commands.

This publication is part of China Insights by Media Scope Group, a source of reliable information on China, its economy, society and culture. Explore more insights or get in touch with our experts to get more detailed information.

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