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Typing rather than talking changes behaviour.

Customers are more willing to buy, for example, when they type their search rather than use a voice assistant like Siri or Alexa.

When we type, we subconsciously associate it with taking action.

When we use a voice assistant, we instead associate it with gathering information and deliberating.

Unfortunately, customers are unlikely to tell you they decided to buy because they typed rather than talked. They can’t.

They won’t...