Intelligent Personal Assistants (IPAs) are capable of radically disrupting the way we search for and consume information on the Internet. T
he convergence of several trends and technologies has resulted in a new interface through which people will be able to interact with your business. This will have a dramatic impact — if your long-term marketing/business plan doesn’t account for IPAs, you may be in the same boat as those people who said they didn’t need a website in the early 2000s.
Your website is an API to your businessIf we look to pre/early Internet, then the primary interface to most businesses was the humble phone. Over the phone you could speak to a business and find out what they had in stock, when they’d be open, whether they had space for your reservation, etc., and then you could go on to order products, ask for directions, or place reservations. The phone was an interface to your business, and your phone line and receptionist were your “API” — the way people interacted with your business.
As the Internet matured and the web gained more traction, it increasingly became the case that your website empowered users to do lots of those same things that they previously did via the phone