2022 Voice Predictions Reviewed

Our 2022 Voice Predictions Reviewed: Were they correct?

John Campbell

Managing Director & Co founder

It’s time for the annual Voice Predictions Review! At the end of each year, our Rabbit & Pork MD, John Campbell makes his predictions for Voice which he thinks will be carried out in the following year.

So, with a whole year of potential technology advances, were John’s predictions correct?

As per last year, we’ll be using a points system which we’ve borrowed from Moz.

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

Watch the video below or read below.



1. Amazon Devices Outside of the Home – We will start to see amazon devices in more business locations, hotels, businesses, flats, shops etc. where they will become part of a customer service offering.

Nailed It (+2)  – We’ve seen more countries launch Alexa Smart Properties in the past year here in the EU. Also disney launch ASP with a custom assistant with the “Hey Disney” wake word.

2. Automatic Skill Creation – You will be able to upload product details or information and build your skill.

Way Off (-2) – Nope, there has been nothing new on that front.

3. Alexa via Phone Line – Ability to automatically deploy an Alexa skill via a telephone line or rooted to from your IVR systems.

Not Completely Wrong (-1) – Got this the wrong way round. What we have seen is calling within an Alexa skill with a Chime intergration.


1. Voice Search Data – We will start to gain Voice Search data in either a tool or a platform from Google. We can bid on them or build an audience.

Way Off (-2) – No new data

2. Paid Campaigns – Custom assistants from brands to run, such as “Hey Google”, “Hey Nike” so brands can create paid campaigns using Voice Search.

Way Off (-2) – No paid formats. But Amazon are launching some in 2023

3. Using Google Assistant to Create Audio or Video Content – This would include aspects such as your Google Assistant to listen to you and create a Podcast or Youtube Video. Or use your camera and using Google Assistant as a Production Assitant.

Way Off (-2) – Nothing here


1. Apple will launch an equivalent to Google Skills – Including actions

Way Off (-2) – Nothing here

2. VR headset with Siri – Allowing VR play and voice interaction using Siri for this experience

Not Completely Wrong (-1) – rumours have been growing but still nothing launched, a name of xrOS has been touted.

3. Home Control Panel – We start to see a display home control where it can be a hub to control the tech in the home.

Way Off (-2) – Nothing here

General Industry Predictions

1. Merge of NFT + Voice – Through monetization or gamification or the ability to win content via an Alexa skill action.

Way Off (-2) – Not the best of years for HFT

2. Interoperability (in a commercial device) – One device is able to run multiple assistants. It may be a device that can run Alexa but also its own skills. (Open Voice Network)

Partially Accurate (+1) – Progress on a few fronts but not anthing mainstream – check out the Open Voice Network Interoperability of Conversational Assistants report.

3. Voice Cloning Problems/Security / Fake news – A big news story regarding hackers using voice technology. Brands also creating their own persona and adopting this Voice Search technology.

Partially Accurate (+1) – There have been examples in the war in Ukraine of fake videos to spread propaganda and fake news. Still not as wide spread as it could be.

So what is the overall score?…

-12 Overall Score! Which was the same score as last year. Consistent if anything!


Stay posted for John’s 2023 predictions!

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.