Conversations are the new form of customer interaction. As central platforms, Amazon Echo, Google Home and messenger apps are becoming ecosystems for retailers, brands and service providers. Whether by voice command, text or in a chatbot, the natural language used signalizes proximity and comfort. A call is all that’s needed to order a pizza, taxi or evening dress. In the next few years, the voice assistants of conversational commerce will feature at even more touchpoints, such as vending machines and shop windows. “Voice First” will become a key component of service structures. However, this will not be without consequences: not only must the product search process be optimized for this new channel, so too must “Voice CI” be conceived and implemented as an element of corporate identity.