What Agencies and Brands Expect From Apple’s Siri Homecoming

“We’ve built prototypes for brands on Alexa and are working on one for Google Assistant,” Azher Ahmed, exec VP-director of digital at DDB Chicago, said in an e-mail. The agency’s emphasis is on services that naturally make sense for the way people use assistants and offer some kind of value, he said, as opposed to gimmicks designed just to force a brand’s way onto a cool new platform.