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Conclusion: The release of Amazon’s Echo in 2014 heralded the first of a series of “ambient” technologies1. These new devices are unobtrusive, multiple purpose and capable of responding to conversational input through integration with virtual digital assistants (VDAs) such as Amazon’s Alexa.

A key enabler of these platforms is the ability to implement “skills” or expand the platform’s capability to interpret and respond with appropriate conversational content beyond the basic function of the device itself.

The consistency of information required by organisations under omni-channel delivery models, combined with under-resourced editorial teams, mean organisations must prepare for conversational channels by transforming existing content sooner rather than later.

Failure to do so will see history repeat itself through short-term replication of content to support new channels only to have that content and channel functionality merged back into increasingly sophisticated content management platforms at significant cost.

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