By 2020, 50% of all searches will be voice searches. And by 2022, voice commerce sales will reach $40 billion. When a consumer asks her Alexa or Google Home the important questions (what to buy, where to stop, how to get help), which companies will win consumer attention? It is the new UI platform battleground. In 2000 it was websites, in 2008 it was mobile apps, now all companies must establish a voice strategy and it must be inextricably connected to the overall corporate strategy. This session will examine how companies maintain their relevance, reputation and relationship with consumers in this new voice activated world.