Francesc Busquet I Segui2023-10-112023-10-112023https://www.alexandria.unisg.ch/handle/20.500.14171/118295This paper explores the potential of automatic speech recognition and text-to-speech technologies in the field of marketing. From the fictional world of Knight Rider's KITT to the reality of Amazon Alexa, these technologies have come a long way and now offer companies new opportunities to create value on a large scale. Therefore, this paper provides a comprehensive overview of the evolution, challenges, and practical applications of automatic speech recognition and text-to-speech technologies in marketing, making it a valuable resource for marketers looking to further understand the operations of these technologies, and how to leverage them to enhance consumer experience and engagement. Finally, an appendix provides a compilation of relevant tools and resources to aid interested readers in furthering their understanding and implementation of these cutting-edge technologies.enautomatic speech recognitiontext-to-speechlanguagespeechworking paper