Teaching people to use an interface that’s invisible like Apple’s Siri has been the marketing communications problem for Apple since the day Siri became the first big mass-market voice assistant.
There is a splash page that offers Siri suggestions if you activate it and don’t say anything. TV spots; tool tips; App Store promotions and interviews you may or may not have read about how much work they’re putting into Siri. They’re all an attempt to get you beyond the basic timer and weather queries especially if you have got a crazy schedule like the world’s most paid actor in 2016, The Rock.
More recently, there have been efforts to acclimate iPhone users to the idea that Siri represents all of the various applications of Apple’s AI and ML work – beyond the vocal personality most people have come to associate with Siri.
The need to teach Apple users to communicate with Siri led to this three-minute movie like ad with Dwayne Johnson aka The Rock
Hey Siri, show me my Life Goals list.
The premise is that Johnson has an insane schedule complicated by some additional bucket list “life goals” and he needs Siri’s help to get it all done. It’s quick, most of the segments are funny.
After seeing this ad, a lot of iPhone users would have learnt that they have been missing out on all the fun that Siri comes along with. In fact, I think I just realised Siri isn’t just some IOS assistant, she could be a friend, life saver or a travel bud.