This new sales channel allows brands to respond to societal trends such as:

• instantaneity: consumers want to order the right product at any time;
• personalization: users are more willing to share their information if this allows them to have access to personalized services;
• conversational commerce: allows consumers to interact more fluidly with brands.

The Labs is also developing a continuous consumer authentication solution. This solution will identify a user throughout their conversation with the brand's virtual agent and not via a password or a predefined PIN code. A secure solution that will offer a 100% voice experience, suitable for environments such as the automobile, with easy hands-free payment, or for other use cases such as in-game purchases within video games.