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Lavinia and the voice revolution feature at 22@ Network Breakfast

We are fully immersed in a new technological revolution, that of voice-activated virtual assistants, and their as yet unexplored potential is full of opportunities and unknowns. It is forecast that by 2020, 50% of Internet searches will be performed by voice. For this reason, the Lavinia Group is fully involved in the research and development of possibilities for this new communication window and several Lavinia professionals presented their know-how on the voice revolution at the 22@Breakfast held on April 25 at The Gates hotel in Barcelona.

Xavier Fisa, Strategy Director at LaviniaNext, explained how the boom in voice-based Internet has presented the market’s biggest brands and operators with the major challenge of continuing to create and develop a broad ecosystem of services.

In the face of this revolution, this is a key moment for media, institutions and brands to develop new opportunities. In this regard, Jordi Castells, director of Vidneo, the technology company in the Lavinia Group, highlighted the difficulty of developing a new technology with so many stakeholders, from programmers to audiovisual creators, and Àlex Solà, a creative designer in the Lavinia Audiovisual New Formats team showed some examples and possibilities, from customer services and competitions for adults to leisure and educational applications for children.


The voice revolution has been a story of exploration for the last two years or so, together with its achievements and its frustrations. It is a new window to knowledge and experience and above all offers numerous potentialities that are still unknown.

Virtual assistants permit content to be shared in a new format and are therefore introducing new rules and dimensions to the world of marketing and communication in general, while allowing new services to be offered to users.

The voice is the final link of generalised interaction between humans and technology. This interconnection began with the keyboard, to which the mouse was later added, and matters moved to the next level with introduction of the touch screen. This new link frees us from hardware, enabling greater freedom of movement and, therefore, more natural actions with regard to the possibilities of technology. Wireless headphones are taking us in a similar direction. The voice revolution means we can return to the kind of actions we performed prior to such technology, as interaction no longer requires physical contact and hence involves less user effort.

This revolution means a new lease of life for contents. The main difference for designers is that the users’ roles will be more relevant, as they will define the experience, unlike when a designer or programmer created an app or a web. Experiences will be more personalised. This also means that brands will need to make an effort to adapt to the medium, introducing new audio attributes such a characteristic tone of voice that defines them.


The Internet of the voice has brought about a new experiential factor and a new ecosystem of possibilities. In the absence of pre-established or pre-defined rules, it is a totally virgin field of exploration, but also a major stimulus for creators. It is generating thousands of new opportunities, although being such a new technology, the process of creating skills and content requires input from all disciplines (programming, strategy, creativity, and so on) which makes the processes even more complex.

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