Cloud software company Adobe Systems Inc. has added a new voice analytics solution to its Analytics Cloud product. The company says the new capabilities should help brands to better personalize customer experiences and boost loyalty through voice-based interfaces.

The new offering draws on artificial intelligence and machine learning technologies from Adobe Sensei to help customers analyze voice-activated searches through AI assistants such as Apple Inc.’s Siri, Microsoft Corp.’s Cortana and Amazon.com Inc.’s Alexa.

The feature is aimed at companies developing their own voice-capable applications and services. It can track their performance across devices and platforms to provide a clearer picture of customer engagement. Adobe says that businesses can use voice search analytics to understand how customers think and reason, and ultimately create better brand loyalty by offering personalized digital interactions.

Adobe touts the advances capabilities of its new feature, saying it can address some of the complexities involved in measuring voice interactions such as being able to parse the syntax of people’s sentences to properly understand their intent. It also factors into the analysis things like the frequency of use and customer’s actions following a voice request.

“One of the most important trends in modern technology is how quickly consumers adopt new ways of interacting with content, as we’ve seen with mobile and video,” said Bill Ingram, vice president of Adobe Analytics Cloud. “We expect a similar trajectory with voice-enabled devices.”

Adobe is quite bullish on the future of voice-enabled devices. A recent report from its research unit Adobe Digital Insights revealed that voice assistant device sales grew by 39 percent in the last year, with Amazon’s Echo Dot currently the most popular product in terms of unit sales.

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