The rapidly expanding voice recognition and voice profiling industry is giving companies unprecedented insights into the behavior and habits of their consumers. The global market for voice recognition tech — used in mobile phones, smart speakers, autonomous vehicles and even customer service call centers — will reach about $7 billion by 2026, according to a report by Global Market Insights.

But little is known about how the companies leading the charge on voice recognition will use our data. 

Joseph Turow is an author and a professor at the University of Pennsylvania’s Annenberg School of Communication. He’s been writing for decades about how the marketing industry tracks consumers. His latest book is “The Voice Catchers: How Marketers Listen In to Exploit Your Feelings, Your Privacy and Your Wallet.” 

He talked with Coda Story about how voice recognition and voice profiling will turn advertising on its head.