HOME Top Market Reports Speech and Voice Recognition Market by Technology (Speech Recognition, Voice Recognition), Vertical (Automotive, Consumer, Banking, Financial Services and Insurance (BFSI), Retail, Education, Healthcare & Government) and Geography - Global Forecast to 2023

Speech and Voice Recognition Market by Technology (Speech Recognition, Voice Recognition), Vertical (Automotive, Consumer, Banking, Financial Services and Insurance (BFSI), Retail, Education, Healthcare & Government) and Geography - Global Forecast to 2023

By: marketsandmarkets.com
Publishing Date: August 2017
Report Code: SE 4365

 

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The speech and voice recognition market was valued at USD 5.15 Billion in 2016 and is expected to reach USD 18.30 Billion by 2023, at a CAGR of 19.80% during the forecast period. For this study, the base year considered is 2016, and the forecast period is between 2017 and 2023.

Study objectives:

  • Define, describe, and forecast the speech and voice recognition segmented on the basis of vertical, technology, and geography
  • Forecast the size of the market segments with respect to the Americas, Europe, Asia Pacific (APAC), and Rest of the World (RoW)
  • Provide detailed information regarding major factors (drivers, restraints, opportunities, and challenges) influencing the market growth

The research methodology used to estimate and forecast the speech and voice recognition market begins with obtaining data on revenues of key vendors through secondary sources such as the Institute of Electrical and Electronics Engineers, the International Conference on Acoustics, Speech, and Signal Processing, and the Association for Healthcare Documentation Integrity. Vendor offerings are taken into consideration to determine the market segmentation. The top-down approach has been employed to arrive at the overall size of the global market, including the integration of software across various verticals and applications, and the determination of the average project cost in USD. After arriving at the overall market size, the total market is split into several segments and subsegments. This is further verified through primary research by conducting extensive interviews with key experts, such as CEOs, VPs, directors, and executives. Data triangulation and market breakdown procedures are employed to complete the overall market engineering process and arrive at the exact statistics for all the segments and subsegments.

Speech & Voice Recognition Market

To know about the assumptions considered for the study, download the pdf brochure

This study also answers several questions, such as which market segments to focus on in the next 2–5 years for prioritizing efforts and investments, for stakeholders. Major players operating in the speech and voice recognition market include Nuance Communications, Inc. (US), Microsoft Corporation (US), Alphabet Inc. (US), Cantab Research Limited (UK), Sensory, Inc. (US), ReadSpeaker Holding B.V. (Netherlands), Pareteum Corporation (US), Iflytek Co., Ltd. (China), VoiceVault Inc. (US), VoiceBox Technologies Corp. (US), LumenVox, LLC (US), and Acapela Group SA (Belgium).

Target Audience:

  • Banking, financial services, and insurance providers
  • Speech and voice recognition application developers/traders/suppliers
  • Speech and voice recognition patent assignees
  • Smart home and home automation product manufacturers
  • Autonomous car developers and manufacturers
  • Research institutes and organizations
  • Virtual assistant product manufacturers
  • Consumer electronics manufacturers
  • Healthcare service providers
  • Government agencies

Scope of the Report:

In this research report, the global speech and voice recognition market has been segmented on the basis of technology, vertical, and geography.

Market, by Technology:

  • Voice Recognition
  • Speech Recognition

Market, by Vertical:

  • Automotive
  • Enterprise
  • Consumer
  • Banking, financial services, and insurance
  • Government
  • Retail
  • Healthcare
  • Military
  • Legal
  • Education
  • Others

Market, by Region:

  • Americas
  • Europe
  • APAC
  • RoW

Available Customizations

With the given market data, MarketsandMarkets offers customizations according to the company’s specific needs. The following customization options are available for the report:

  • Geographic Analysis
    • Comprehensive coverage of regulations followed in each region (Americas, Europe, APAC, and RoW)
  • Company Information
    • Detailed analysis and profiling of additional market players (up to 10)

Table of Contents

1 Introduction (Page No. - 15)
    1.1 Objectives of the Study
    1.2 Market Definition
    1.3 Study Scope
           1.3.1 Markets Covered
           1.3.2 Geographic Scope
           1.3.3 Years Considered for the Study
    1.4 Currency
    1.5 Limitations
    1.6 Stakeholders

2 Research Methodology (Page No. - 19)
    2.1 Research Data
           2.1.1 Secondary Data
                    2.1.1.1 Key Data From Secondary Sources
           2.1.2 Primary Data
                    2.1.2.1 Key Data From Primary Sources
                    2.1.2.2 Key Industry Insights
                    2.1.2.3 Breakdown of Primaries
    2.2 Market Size Estimation
           2.2.1 Bottom-Up Approach
           2.2.2 Top-Down Approach
    2.3 Market Breakdown & Data Triangulation
    2.4 Research Assumptions

3 Executive Summary (Page No. - 28)

4 Premium Insight (Page No. - 33)
    4.1 Attractive Market Opportunities in the Market
    4.2 Global Market, By Technology
    4.3 APAC Held the Largest Share of the Global Market in 2017
    4.4 China Dominated the Market in APAC in 2017
    4.5 Fraud Investigation Application in Market

5 Market Overview (Page No. - 37)
    5.1 Introduction
    5.2 Market Dynamics
           5.2.1 Drivers
                    5.2.1.1 Increased Demand for Speech-Based Biometric Systems for Multifactor Authentication
                    5.2.1.2 Growing Demand for Voice Authentication in Mobile Banking Applications
                    5.2.1.3 Growing Impact of Artificial Intelligence (AI) on the Accuracy of Speech and Voice Recognition
                    5.2.1.4 Growth in Voice Control-Based Smart Assistive Devices in Consumer and Enterprise Vertical
           5.2.2 Restraints
                    5.2.2.1 Lack of Accuracy in Speech and Voice Recognition Systems in Noisy and Harsh Working Environments
                    5.2.2.2 Oligopoly in the Development of Speech and Voice Recognition Technology Using Neural Networks Restricting Its Usage for Cloud-Based Services
           5.2.3 Opportunities
                    5.2.3.1 Development of Speech and Voice Recognition Software for Micro-Linguistics and Local Languages
                    5.2.3.2 Application of Speech and Voice Recognition in Service Robotics
                    5.2.3.3 Use of Speech and Voice Recognition Technology in the Education of Temporarily and Permanently Disabled Students
                    5.2.3.4 Role of Speech and Voice Recognition Technology in Autonomous Cars
           5.2.4 Challenges
                    5.2.4.1 The Possibility of Increased Errors With Change in Quality of Voice Samples Due to Fluctuations in the Physical Or Physiological State
                    5.2.4.2 Lack of Standardized Platform for the Development of Customized Speech and Voice Recognition Software Products
                    5.2.4.3 Low Internet Penetration and Slower Network Speed in Some Regions Posing A Challenge to Cloud-Based Sr Services

6 Delivery Methods in Speech and Voice Recognition (Page No. - 48)
    6.1 Introduction
    6.2 Artificial Intelligence (AI) Based
    6.3 Non-Artificial Intelligence Based

7 Market, By Technology (Page No. - 51)
    7.1 Introduction
    7.2 Voice Recognition
           7.2.1 Speaker Identification
           7.2.2 Speaker Verification
    7.3 Speech Recognition
           7.3.1 Automatic Speech Recognition
           7.3.2 Text to Speech

8 Market, By Vertical (Page No. - 72)
    8.1 Introduction
    8.2 Automotive
    8.3 Enterprise
    8.4 Consumer
    8.5 Banking, Financial Services, & Insurance
    8.6 Government
    8.7 Retail
    8.8 Healthcare
    8.9 Military
    8.10 Legal
    8.11 Education
    8.12 Others

9 Geographic Analysis (Page No. - 93)
    9.1 Introduction
    9.2 Americas
           9.2.1 Deployment of Biometric Systems for Enhanced Security
           9.2.2 US
                    9.2.2.1 More Deployment of Text-To-Speech Solutions in US
           9.2.3 Canada
                    9.2.3.1 Increasing Demand for Voice Biometrics in the Banking Industry to Enhance Security Levels
           9.2.4 Rest of the Americas
    9.3 Europe
           9.3.1 Increasing Adoption of Speech Recognition Technology Across Healthcare
           9.3.2 UK
                    9.3.2.1 Collaborations Between Banks and Associations to Ensure Network Security Using Voice Biometrics
           9.3.3 Germany
                    9.3.3.1 Greater Dependence on Artificial Intelligence and Cognitive Technologies in Enterprise
           9.3.4 France
                    9.3.4.1 Plans to Integrate Voice Technology With Other Interfaces Across the Retail Vertical
           9.3.5 Rest of Europe
    9.4 APAC
           9.4.1 Technological Advancement Drives the Market in APAC
           9.4.2 Japan
                    9.4.2.1 Deployment of Speech Recognition to Support Decoding in Real Time
           9.4.3 China
                    9.4.3.1 Increasing Investments in Biometrics to Enhance Security Application
           9.4.4 India
                    9.4.4.1 More Investments By Private Companies for the Deployment of Voice Biometrics in BFSI and Agriculture Sectors
           9.4.5 Rest of APAC
    9.5 RoW
           9.5.1 Market in the Nascent Stage
           9.5.2 Middle East
                    9.5.2.1 Voice Biometrics Systems to Prove A Reliable Platform for the Customers
           9.5.3 Africa
                    9.5.3.1 Banks Collaborating With Software Providers Globally to Implement Voice Recognition in Banking Operations

10 Competitive Landscape (Page No. - 111)
     10.1 Introduction
     10.2 Market Ranking Analysis: Speech and Voice Recognition Market
     10.3 Competitive Scenario
     10.4 Recent Developments
             10.4.1 Product Launches
             10.4.2 Partnerships/Collaborations/Agreements
             10.4.3 Acquisitions
     10.5 Competitive Leadership Mapping
             10.5.1 Visionary Leaders
             10.5.2 Dynamic Differentiators
             10.5.3 Innovators
             10.5.4 Emerging Companies
     10.6 Business Strategy Excellence
     10.7 Strength of Product Portfolio

*Top 25 Companies Analyzed for This Study are - Acapela Group Sa, Advanced Voice Recognition Systems, Inc., Alphabet Inc., AT&T Inc., Baidu, Inc., Biotrust ID B.V., Cantab Research Limited, Hummingwave Technologies, Iflytek Co., Ltd., Lg Electronics, Inc., Lumenvox, LLC, M2sys LLC, Microsoft Corporation, Nuance Communications, Inc., Panasonic Corporation, Pareteum Corporation, Raytheon Bbn Technologies, Readspeaker Holding B.V., Samsung Electronics Co., Ltd., Sensory, Inc., Sony Corporation, Uniphore Software Solutions Pvt. Ltd., Vocalzoom Ltd., Voicebox Technologies Corp., Voicevault Inc.

11 Company Profiles (Page No. - 121)
(Business Overview, Products Offered, Product Offering Scorecard, Business Strategy Scorecard, Recent Developments, Key Relationships)*
     11.1 Nuance Communications, Inc.
     11.2 Microsoft Corporation
     11.3 Alphabet Inc.
     11.4 Sensory, Inc.
     11.5 Cantab Research Limited
     11.6 Readspeaker Holding B.V.
     11.7 Pareteum Corporation
     11.8 Iflytek Co., Ltd.
     11.9 Voicevault Inc.
     11.10 Voicebox Technologies Corp.
     11.11 Lumenvox, LLC
     11.12 Acapela Group Sa
     11.13 Key Innovators
             11.13.1 Vocalzoom Ltd
             11.13.2 Biotrust ID B.V.
             11.13.3 Uniphore Software Solutions Pvt. Ltd.

*Details on Business Overview, Products Offered, Product Offering Scorecard, Business Strategy Scorecard, Recent Developments, Key Relationships Might Not Be Captured in Case of Unlisted Companies.

12 Appendix (Page No. - 156)
     12.1 Insights From Industry Experts
     12.2 Discussion Guide
     12.3 Knowledge Store: Marketsandmarkets’ Subscription Portal
     12.4 Introducing RT: Real-Time Market Intelligence
     12.5 Available Customizations
     12.6 Related Reports
     12.7 Author Details


List of Tables (72 Tables)

Table 1 Speech and Voice Recognition Market, By Technology, 2014–2023 (USD Million)
Table 2 Voice Recognition Market, By Vertical, 2014–2023 (USD Million)
Table 3 Voice Recognition Market, By Region, 2014–2023 (USD Million)
Table 4 Voice Recognition Market for Automotive, By Region, 2014–2023 (USD Million)
Table 5 Voice Recognition Market for Enterprise, By Region, 2014–2023 (USD Million)
Table 6 Voice Recognition Market for Consumer Electronics, By Region, 2014–2023 (USD Million)
Table 7 Voice Recognition Market for Finance, By Region, 2014–2023 (USD Million)
Table 8 Voice Recognition Market for Government, By Region, 2014–2023 (USD Million)
Table 9 Voice Recognition Market for Retail, By Region, 2014–2023 (USD Million)
Table 10 Voice Recognition Market for Healthcare, By Region, 2014–2023 (USD Million)
Table 11 Voice Recognition Market for Military, By Region, 2014–2023 (USD Million)
Table 12 Voice Recognition Market for Education, By Region, 2014–2023 (USD Million)
Table 13 Voice Recognition Market for Legal, By Region, 2014–2023 (USD Million)
Table 14 Voice Recognition Market for Others, By Region, 2014–2023 (USD Million)
Table 15 Speech Recognition Market, By Type, 2014–2023 (USD Million)
Table 16 Automatic Speech Recognition Market, By Region, 2014–2023 (USD Million)
Table 17 Text-To-Speech Market, By Region, 2014–2023 (USD Million)
Table 18 Speech Recognition Market, By Vertical, 2014–2023 (USD Million)
Table 19 Speech Recognition Market for Automotive, By Region, 2014–2023 (USD Million)
Table 20 Speech Recognition Market for Enterprise, By Region, 2014–2023 (USD Million)
Table 21 Speech Recognition Market for Consumer, By Region, 2014–2023 (USD Million)
Table 22 Speech Recognition Market for Finance, By Region, 2014–2023 (USD Million)
Table 23 Speech Recognition Market for Government, By Region, 2014–2023 (USD Million)
Table 24 Speech Recognition Market for Retail, By Region, 2014–2023 (USD Million)
Table 25 Speech Recognition Market for Healthcare, By Region, 2014–2023 (USD Million)
Table 26 Speech Recognition Market for Military, By Region, 2014–2023 (USD Million)
Table 27 Speech Recognition Market for Education, By Region, 2014–2023 (USD Million)
Table 28 Speech Recognition Market for Legal, By Region, 2014–2023 (USD Million)
Table 29 Speech Recognition Market for Others, By Region, 2014–2023 (USD Million)
Table 30 Speech Recognition Market, By Vertical, 2014–2023 (USD Million)
Table 31 Voice Recognition Market, By Vertical, 2014–2023 (USD Million)
Table 32 Speech Recognition Market, By Vertical, 2014–2023 (USD Million)
Table 33 Speech Recognition Market for Automotive, By Application, 2014–2023 (USD Million)
Table 34 Speech Recognition Market for Automotive, By Application, 2014–2023 (USD Million)
Table 35 Voice Recognition Market in Automotive, By Application, 2014–2023 (USD Million)
Table 36 Voice Recognition Market for Enterprise, By Application, 2014–2023 (USD Million)
Table 37 Speech Recognition Market for Enterprise, By Application, 2014–2023 (USD Million)
Table 38 Voice Recognition Market for Enterprise, By Application, 2014–2023 (USD Million)
Table 39 Voice Recognition Market for Consumer, By Application, 2014–2023 (USD Million)
Table 40 Speech Recognition Market for Consumer, By Application, 2014–2023 (USD Million)
Table 41 Voice Recognition Market for Consumer, By Application, 2014–2023 (USD Million)
Table 42 Voice Recognition Market for Banking, Financial Services, & Insurance, By Application, 2014–2023 (USD Million)
Table 43 Speech Recognition Market in Banking, Financial Services & Insurance, By Application, 2014–2023 (USD Million)
Table 44 Voice Recognition Market in Financial Services & Insurance, By Application, 2014–2023 (USD Million)
Table 45 Voice Recognition Market for Government, By Application, 2014–2023 (USD Million)
Table 46 Speech Recognition Market for Government, By Application, 2014–2023 (USD Million)
Table 47 Voice Recognition Market for Government, By Application, 2014–2023 (USD Million)
Table 48 Recognition Market for Retail, By Application, 2014–2023 (USD Million)
Table 49 Speech Recognition Market for Retail, By Application, 2014–2023 (USD Million)
Table 50 Voice Recognition Market for Retail, By Application, 2014–2023 (USD Million)
Table 51 Voice Recognition Market for Healthcare, By Application, 2014–2023 (USD Million)
Table 52 Speech Recognition Market for Healthcare, By Application, 2014–2023 (USD Million)
Table 53 Voice Recognition Market for Healthcare, By Application, 2014–2023 (USD Million)
Table 54 Speech and Voice Recognition Market for Military, By Application, 2014–2023 (USD Million)
Table 55 Speech Recognition Market for Military, By Application, 2014–2023 (USD Million)
Table 56 Voice Recognition Market for Military, By Application, 2014–2023 (USD Million)
Table 57 Speech and Voice Recognition Market for Legal, 2014–2023 (USD Million)
Table 58 Voice Recognition Market for Legal, 2014–2023 (USD Million)
Table 59 Speech Recognition Market for Legal, 2014–2023 (USD Million)
Table 60 Speech and Voice Recognition Market for Education, By Application, 2014–2023 (USD Million)
Table 61 Voice Recognition Market for Education, By Type, 2014–2023 (USD Million)
Table 62 Speech and Voice Recognition Market, By Region, 2014–2023 (USD Million)
Table 63 Speech Recognition Market, By Region, 2014–2023 (USD Million)
Table 64 Voice Recognition Market, By Region, 2014–2023 (USD Million)
Table 65 Recognition Market in Americas, By Country, 2014–2023 (USD Million)
Table 66 Voice Recognition Market in Europe, By Country, 2014–2023 (USD Million)
Table 67 Recognition Market in APAC, By Country, 2014–2023 (USD Million)
Table 68 Speech Recognition Market in RoW, By Region, 2014–2023 (USD Million)
Table 69 Market Ranking of the Top 5 Players in the Speech & Voice Recognition Market, 2016
Table 70 New Product Launches, 2013–2017
Table 71 Partnerships/ Collaborations/Agreements, 2014–2016
Table 72 Acquisitions, 2015–2016


List of Figures (49 Figures)

Figure 1 Market Segmentation
Figure 2 Research Flow
Figure 3 Market: Research Design
Figure 4 Data Triangulation
Figure 5 Assumptions of the Research Study
Figure 6 Consumer Vertical Expected to Hold the Largest Market Size During the Forecast Period
Figure 7 Voice Recognition Market Expected to Grow at A Higher CAGR Between 2017 and 2023
Figure 8 Automatic Speech Recognition Type Expected to Witness A Higher CAGR Between 2017 and 2023 for Speech Recognition Technology
Figure 9 Enterprise Robotics Expected to Witness the Highest CAGR During the Forecast Period for Voice Recognition
Figure 10 Market in APAC Expected to Grow at the Highest CAGR Between 2017 and 2023
Figure 11 Growing Demand for Voice Authentication in Mobile Banking Applications
Figure 12 Market for Speech Recognition Expected to Grow at A Higher CAGR During the Forecast Period
Figure 13 India Expected to Witness the Highest CAGR During the Forecast Period
Figure 14 Consumer Vertical Expected to Hold the Largest Share of the Market in APAC in 2017
Figure 15 Market for Fraud Investigation Application in Retail Estimated to Grow at the Highest CAGR Between 2017 and 2023
Figure 16 Increased Demand for Speech-Based Biometric Systems for the Multi Factor Authentication Driving the Market
Figure 17 Identity Theft Accounted for 64% of the Total Data Breaches in 2016
Figure 18 Use of Speech Recognition Can Effectively Prevent Identity Theft in Banking and Finance
Figure 19 Speech and Voice Recognition Technology Witnessed Considerable Growth in Accuracy During 2010–2017
Figure 20 Amazon’s Alexa Skill Set Increased 10 Times in A Span of 8 Months
Figure 21 Delivery Methods in Speech & Voice Recognition
Figure 22 Speech and Voice Recognition Market Segmentation, By Technology
Figure 23 Speech Recognition to Hold the Major Market Share Between 2017 and 2023
Figure 24 Government Vertical to Hold the Largest Market Size Between 2017 and 2023
Figure 25 ASR Segment to Hold the Largest Market Size Between 2017 and 2023
Figure 26 ASR Market in Asia Pacific to Witness the Highest CAGR Between 2017 and 2023
Figure 27 Americas to Lead the TTS Market Between 2017 and 2023
Figure 28 Consumer Vertical to Be the Highest Contributor to the Speech Recognition Market Growth (2017–2023)
Figure 29 Speech and Voice Recognition Market: By Vertical
Figure 30 Enterprise Robotics Expected to Witness the Highest CAGR in the Speech Recognition Market for the Enterprise Vertical
Figure 31 Identification of Persons of Interest Expected to Witness Higher Growth Rate in the Speech Recognition Market for Government Vertical
Figure 32 Access Control Systems Expected to Witness A Higher CAGR in the Voice Recognition Market for the Military Vertical During the Forecast Period
Figure 33 Speech and Voice Recognition Market Segmentation: By Geography
Figure 34 Geographic Snapshot: Market in APAC Expected to Grow at the Highest CAGR During the Forecast Period
Figure 35 Market in India Estimated to Grow at the Highest CAGR Between 2017 and 2023
Figure 36 Segmentation: the Americas
Figure 37 Americas: Speech and Voice Recognition Market Snapshot
Figure 38 Segmentation: Europe
Figure 39 Europe: Speech and Voice Recognition Market Snapshot
Figure 40 Segmentation: APAC
Figure 41 APAC: Speech and Voice Recognition Market Snapshot
Figure 42 Segmentation: RoW
Figure 43 Key Growth Strategies Adopted By Top Companies, 2013–2017
Figure 44 Market Evaluation Framework – New Product Launches Fuelled Growth and Innovation Between 2014 and 2016
Figure 45 Battle for Market Share: New Product Launches Was Considered to Be the Key Strategy Between 2013 and 2017
Figure 46 Global Market, Competitive Leadership Mapping, 2016
Figure 47 Nuance Communications Inc.: Company Snapshot
Figure 48 Microsoft Corporation: Company Snapshot
Figure 49 Alphabet Inc.: Company Snapshot

The speech and voice recognition market is expected to be valued at USD 6.19 Billion in 2017 and is likely to reach USD 18.30 Billion by 2023, at a CAGR of 19.80% between 2017 and 2023. The increased demand for speech-based biometric systems for multifactor authentication is a driving factor for this market.

The speech and voice recognition market has been segmented on the basis of technology into voice recognition and speech recognition. The market for voice recognition is expected to grow at a higher CAGR during the forecast period. The need for biometrics authentication leads to the growing integration of voice authentication in mobile banking and creates a growing demand for multifactor authentication in enterprises and industries.

In March 2017, iFlytek Co., Ltd. (China) partnered with Amnet Group (UK) to develop advanced programmatic technology, including big data and artificial intelligence. According to this partnership agreement, Amnet Group (UK) will have access to machine learning, voice recognition, and big data analytics of iFlytek Co., Ltd.

Speech & Voice Recognition Market

The market in APAC is expected to grow at the highest CAGR during the forecast period. The increasing awareness among masses and lowered costs of biometric devices drive the growth of the speech and voice recognition market in countries such as India, China, and Japan. In March 2017, Microsoft Corporation (US) partnered with Toyota Motor Corporation (Japan) to bring voice recognition technology to cars. Under this partnership, Microsoft will provide the latter access to its intellectual properties, including operating systems, voice recognition technology, artificial intelligence, and gesture control. According to this partnership agreement, Toyota Motor Corporation will also be able to use the cloud computing platform of Microsoft, which will provide services related to individual customer experiences.

The major restraint for the recognition market is the lack of accuracy in speech and voice recognition systems in noisy and harsh working environments. The performance of speech recognition systems degrades drastically in noisy and reverberant environments. This is especially true when the background noise is itself speech. The effect worsens as the distance between the talker and the microphone increases.

The key players in this market focus on strategic partnerships and collaborations, acquisitions, agreements, contracts, and product launches to increase revenue. Nuance Communications, Inc. (US) is a leading player in the speech and voice recognition market, followed by Microsoft Corporation (US) and Alphabet Inc. (US). In March 2016, Nuance Communications, Inc. signed an agreement with TalkTalk Communications Ltd. (UK) to access Nuance’s voice biometrics technology and improve customer experience in the automated phone system. This innovative authentication solution is being integrated with TalkTalk’s intuitive interactive voice response (IVR) system, which uses Nuance’s natural language understanding (NLU) technology to allow customers to speak naturally instead of having to navigate through a phone menu.

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