Mike Elgins explains why Apple's virtual assistant technology "Siri" is game changing for marketers. I particularly liked his take on agency or the act of fulfilling user instructions:
"Siri is more than just a virtual assistant. It's the start of a revolution in ubiquitous virtual assistant technology that will change everything for marketers.
Bottom line: Take Siri siriously. Virtual assistants are here. And they're telling your customers what to buy."