2020 Voice Predictions Revealed

John Campbell

Managing Director & Co founder


We made 15 predictions for 2020 for the voice industry, scoring mechanism as follows.

Nailed It (+2) – When a prediction is right on the money and the primary criteria are fulfilled

  • Partially Accurate (+1) – Predictions that are in the ballpark, but are somewhat different than reality
  • Not Completely Wrong (-1) – Those that got near the truth, but are more “incorrect” than “correct”
  • Way Off (-2) –  Guesses which didn’t come close


We had five different categories:


  1. Amazon will launch a smart watch. Way Off (-2)
  2. Alexa will start to understand your emotions. Way Off (-2)
  3. Amazon will launch a new phone. Way Off (-2)



  1. Google will launch a selection of new hardware devices Nailed It (+2)
  2. Google will launch a paid advertising product related to the Google Assistant. Way Off (-2) –
  3. Duplex expansion of locations and verticals. Partially Accurate (+1)




  1. Bixby will be launched in the car. Way Off (-2)
  2. Samsung will launch a “home control” unit. Way Off (-2)
  3. Developers will receive payments for building Bixby Capsules.  Way Off (-2)




  1. Apple will launch an equivalent to actions, skills and capsules. Way Off (-2)
  2. Siri will be build into the new iPhone / software update. Not Completely Wrong (-1)
  3. Lower cost version of the Home Pod. Nailed It (+2)  – £99 HomePod Mini


General industry predictions

  1. Adoption rates of smart speakers in the US, CA & UK will slow down but rise globally. Nailed It (+2)
  2. Companies will launch their own branded assistant Partially Accurate (+1)
  3. A UK retailer/restaurant company will launch a voice hardware device. Way Off (-2)

So overall score was -11! Eek! However, there were a few nailed on predictions which is great. Our predictions for 2021 will be on their way soon!



John Campbell

Managing Director & Co founder

John founded Rabbit & Pork as the third agency and Voice Experience arm of TIPi Group. John has developed and launched several Google Actions and Skills, presented at several voice events around the UK, spoken on the VUX podcast and authored multiple whitepapers.
Rabbit & Pork are part of TIPi Group