“If you just think about it from a customer point of view, there is nothing more comfortable or convenient or hassle free and hands free than communicating via voice,” Thomas Gmelch, the head of travel & mobility at Amazon Pay told an audience at this year’s Digital Strategy Summit in London.

And people are buying into it. By the end of 2018, some 100 million smart speakers were in use, and that is expected to double by 2020. While Amazon’s Alexa accounted for 62% of the market worldwide in 2017, by 2020 Statista forecasts that Google will be the dominant brand, increasing its market share to over 40%.