RAIN co-founder and chief digital officer, Andrew Howlett, spoke to WARC’s Sam Peña-Taylor about what it’s like to build new consumer behaviors, linking Voice to an overall brand strategy, and how brands can overcome barriers and challenges in the space.

“We’ve always prided ourselves in staying ahead of new technology, so Voice was not new for us in terms of looking at what was emerging as a way to engage consumers.”

See what else Andrew has to say about Voice as a unique opportunity in the full interview.