In one of its periodic spasms of self-doubt, some sectors of the industry have been quick to hail the ascendancy of digital voice assistants, such as Amazon’s Alexa, as striking a death knell for brand advertising. Aside from the fact that these same voices are quick to consign tried and tested advertising techniques to the bin with each technological development (whilst consistently being proved wrong), in this instance their assumption may not just be incorrect but the opposite might be true.