“A similar polarized use is also foreseeable for traditional search engines. Because unlike the text-based internet, voice assistants are not designed for a larger selection of answers. The previously hotly contested first page of the Google hit list would thus be reduced to exactly one answer. Brands could therefore no longer rely solely on search engine marketing or optimization to be visible to customers.”
– Campillo-Lundbeck, S.: The Spirit in the Speaker, in: Horizon (No. 44/2016, 03.11.2016), p. 15.
