Seventy-two percent of American adults have used voice-enabled products and services, most often in their homes, according to a PwC survey. General enthusiasm for voice-enabled products hasn’t immediately transferred to the enterprise. A survey of IT decision-makers found that only 28% of businesses use voice as part of any workflows.

In an op-ed published by the Forbes Technology Council, IPsoft President and CEO Chetan Dube examines the reasons behind the disparity. In particular, he points to a dearth of highly intelligent voice-enabled products capable of handling the complex workflows associated with business processes.

“Voice’s growing ubiquity is a precursor to the next wave of market commoditization within just the next few years,” Dube writes. “This commoditization will force vendors to focus not simply on voice but the intelligence behind it, particularly for enterprise customers who will depend on these services to achieve their business goals, including revenue growth, better customer experiences and increased customer satisfaction.”

What exactly will these intelligent products look like? Dube asserts the enterprise market for voice-enabled products won’t accelerate until more products are able to go beyond simple question-and-answer responses, and deliver experiences similar to human employees.

“Intelligence will ultimately separate truly cognitive, voice-enabled AI from other products in the market that simply respond in a static question-and-answer manner,” he writes. “In other words, the unique intelligence of an AI-powered voice — not the mere fact that devices or services have one — will be key to creating vendor differentiation and spark voice’s growth at the enterprise level.”

Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. To read Dube’s piece, click here.