The use of voice assistants is becoming an increasingly popular solution among electronics manufacturers. Voice assistants such as Bixby are already a standard on phones, and in addition this solution turns out to be very useful in cars. This potential is also perceived by producers of mobile applications, including Spotify which wants to introduce voice-controlled advertising to its mobile application.
This feature is currently in the testing phase, and users can experience it by commercials of Axe Unilever and Spotify itself, which promotes "Stay Free: The Stash of the Clash" podcast. The application at the moment of switching on the advertisement activates microphone on our smartphone and respond to the words which we say. When a user using the application says "Play now", then application will go directly to the content being promoted. When the user says something else, speaker will automatically be turned off and Spotify will play the music again when the ad will be finished. At this moment Spotify wants to advertise in this way only its own content. Feature is tested by users from the United States using both Android and iOS systems. When the user doesn't want to test it, then he or she can turn them off after going to settings.