VOICE-FIRST SEARCH OPTIMIZATION (VSO): THE KEY TO FUTURE SEARCH IN 2025

The rise of voice-activated AI assistants has fundamentally altered user behavior, necessitating a reevaluation of content creation and organization by marketers. Voice-First Search Optimization (VSO) is not just an answer to this shift, but a transformative force that caters to an audience that now articulates their queries instead of typing them. Voice search is no longer a novelty; it has seamlessly integrated into our everyday lives, thanks to tools like ChatGPT Voice, Amazon Alexa, Google Assistant, Apple Siri, and Samsung Bixby. This widespread adoption is a clear indicator of the direction in which digital marketing is heading. Gartner's 2025 report reveals a significant shift in internet usage, with more than 58% of daily internet users now utilizing voice search. It's not just a trend; it's a movement, and Gen Z and Gen Alpha are at the forefront. This growing influence is potent in Southeast Asia, where mobile-first countries are witnessing a surge in voice searches, reflecting a forward-thinking approach to digital marketing.

What VSO Is and Why It Matters

Voice First Search Optimization is the process of making digital content easier for voice-based AI systems to find and understand. VSO is different from traditional SEO because it focuses on longer, more natural, and conversational queries.

Examples of VSO in Action in the Real World: Retail and E-Commerce

• Walmart worked with Google Assistant to let people shop by saying things like "Add milk to my Walmart cart."

• KEA released its "IKEA Studio" app, which has voice assistant features that let users look at products and get design tips without using their hands.

• Amazon is still in the lead with Alexa voice-shopping integrations. Brands like Sephora, Nike, and Best Buy now have product catalogs that work with voice.

• Education: Arizona State University made an Alexa skill that lets students ask things like "When is the next campus tour?" or "What's my class schedule?"

• The University of Canberra lets students use voice-enabled services to ask about schedules, homework, or administrative questions through Google Assistant.

• Food and Hospitality: You can order Domino's Pizza with your voice using Alexa or Google Assistant.

• Guests at Marriott Bonvoy hotels can use voice assistants to order room service, check out, or ask about the hotel's amenities.

• In the U.S., Japan, and some parts of Europe, Starbucks lets people order ahead using voice commands through mobile apps and intelligent assistants.

• Health care: The Mayo Clinic made an Alexa voice skill that gives basic health information using data that has been checked by AI.

• The Cleveland Clinic uses voice-activated FAQs to teach patients about their symptoms, conditions, and health services.

Why It's More Important Than Ever

AI voice assistants are no longer just intelligent; they're also aware of the user's context, emotionally attuned, and deeply integrated into their daily life thanks to the addition of ChatGPT Voice, Google's Search Generative Experience (SGE), and Apple Intelligence. Voice is also becoming the main way to interact with new platforms like:

• Wearables (Apple Vision Pro, Meta Ray-Ban)

• In-car assistants (Tesla Voice, Android Auto)

• Smart appliances (Samsung SmartThings, LG ThinQ)

If your content isn't optimized for voice, you won't be seen by this growing audience. We are training the next generation of AI-native marketers at Raffles Jakarta. What Voice-First Means: Search optimization is now a must-have, not an option. Students in our AI-Driven Marketing & Business programs at Raffles Jakarta learn how to structure content for voice search on different platforms.

• Use voice analytics tools to look at how people act in real time.

• Look at case studies of global brands that use VSO to take over the digital space.

• Make marketing campaigns that work with voice and customer journeys that use AI.

Students who graduate from our program are ready to lead in a world where voice is the new interface. They have used platforms like ChatGPT Voice, Alexa Skills Kit, and Google Dialogflow.

Are you ready to make your marketing career last?

At Raffles Jakarta, you can learn about AI and digital marketing and become a leader in the future of branding and communication, not just a follower. Go to our AI Program, and get in touch with Admissions.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

References

DemandSage. (2025, July 24). 68 voice search statistics 2025: Usage data & trends. https://www.demandsage.com/voice-search-statistics/

Synup. (2025, January 4). 80+ industry specific voice search statistics for 2025. https://www.synup.com/en/voice-search-statistics/

Findstack. (2025, March 9). The ultimate list of voice search statistics 2025. https://findstack.com/resources/voice-search-statistics/

Digital Marketing Institute. (2025, April 22). What are the digital marketing trends for 2025? https://digitalmarketinginstitute.com/blog/digital-marketing-trends-2025

Business Continuum. (2025, January 17). Beyond the buy button: How VSO is transforming the retail journey. https://businesscontinuum.com.au/2025/01/17/beyond-the-buy-button/