Google introduced its premium smart speaker – the Google Home Max – in Germany, along with a bilingual voice assistant feature that responds to queries in English and German interchangeably. And telecom giant Deutsche Telekom introduced plans for its own smart speaker activated with the magic words “Hallo Magenta.” This introduction is the first smart speaker coming from a German company and includes Amazon’s voice assistant, Alexa.

Is voice all hype in Germany? How will German consumers embrace these AI technologies? What are the implications for brands?

Published on Quirk’s, we set out to answer these questions in Germany, and also in the U.S. and U.K. We explored voice technology usage and awareness from the consumer and brand perspective.