In today’s culture, new digital technologies are constantly being rolled out to the masses. With each new development, consumers race to incorporate these technologies into their lives. Presently, the bright and shiny object that consumers are looking to get their hands on seems to be voice-first technology.

Throughout the last year, voice-first technology has grown and entered the homes of nearly 7 million consumers. This number is expected to grow to 33 million devices in circulation within the next year.

While there are several voice-enabled home assistants on the market, Amazon Echo and Google Home are the most popular. With their voice recognition technology, these devices allow consumers to control their home lighting, play music, search the web by asking questions and even order pizza. It is expected that these devices will soon be capable of acting as a telephone – connecting two people with the same device as if it were a walkie talkie.

As consumers begin to rely on these devices in their day-to-day lives, their capabilities will continue to grow. And while search is the first notable change that may come to mind, this could very well change the way that brands interact with their consumers as well.

One of the brands currently capitalizing on this voice-first technology is Johnnie Walker. This summer, Johnnie Walker rolled out an initiative through Amazon Echo. Provided a user had the Johnnie Walker app, they could instruct the device to “open Johnnie Walker,” providing them access to recipes, whisky information or additional details. This is just one instance of brands integrating themselves with these devices.

How can brands capitalize on this new technology to serve ads to users in their homes? Aside from those opportunities existing currently within apps, how can brands deliver engaging content without being intrusive? This question remains to be answered.