Burger King made headlines yesterday when it began running a 15-second television ad made to intentionally activate Google Home speakers and Android phones within earshot.

The simple commercial involves someone posing as a Burger King employee who leans into the camera to ask the question "OK Google, what is the Whopper burger?" – a request designed to prompt Google virtual assistants nearby to start reading the burger's Wikipedia entry. To the relief of many, Google quickly moved to prevent its Home speakers from responding to the ad by registering the sound clip and disabling the trigger.

burger king
Voices on TV have been inadvertently triggering smart speakers for months now, but the ad represents the first attempt by a company to purposely hijack users' devices for commercial gain. One likely reason Burger King chose to target Google Home rather than iPhones is that unlike Apple's Siri, the virtual assistant cannot be trained to recognize a particular user's voice, which highlights one of the main issues with connected smart speakers currently on the market.

As it stands, Google Home can only be used with a single Google account at a time, and lacks the ability to differentiate users by their voice patterns. Google has said its ultimate goal for Home is to be able to identify different people in the same room – and hints of multi-user functionality have briefly appeared in the Google Home app – suggesting some sort of voice identification feature is likely coming.

Likewise, Amazon is known to be working on a similar system that would allow its Echo range of smart speakers to distinguish between individual users based on the sound of their voices. According to sources, Amazon's feature would work by matching the person speaking to a pre-recorded voice sample, or "voice print", to verify the speaker's identity. Currently, Echo users can set up multiple profiles and jump between them, but the user must say "switch accounts" or use the Alexa app to do so.


Last May it was rumored that Apple will launch an Echo-like speaker with Siri integration, enabling users to play music, get news headlines, and more, without needing to interact with their iPhone.

According to one source, Apple's speaker could process many typical iPhone Siri commands. For example, users may be able to ask the device to read e-mails, send text messages and tweets, and stream content from Apple Music. Apple is even said to have considered integrating map information into the speaker, allowing the device to notify a user when it's time to leave the house for an appointment.

However, all of these capabilities would require Siri to know exactly who it is interacting with – a feat which, in a communal setting, could pose significant technical challenges for a company high on privacy. In this sense, the appearance of an Apple smart speaker may ride on Apple's ability to make user voice recognition as secure as biometric authentication features like Touch ID.

On the other hand, Apple could bring in biometric features to augment the speaker's user identification system. Indeed, some of Apple's speaker prototypes in testing are said to include technology related to facial recognition, potentially aided by Apple's acquisition of Faceshift and Emotient, which may help the device act based on who is in a room or a person’s emotional state. How secure such systems would be in these scenarios remains unclear, however. According to rumors, Apple's smart speaker-esque device could release later this year.

Top Rated Comments

JCoe13 Avatar
59 months ago
Pretty creative move. Too bad Google already stopped it.
Score: 8 Votes (Like | Disagree)
Abazigal Avatar
59 months ago
So the voice actor for the ad can no longer use the "Okay google" hotword on his google devices?
Score: 8 Votes (Like | Disagree)
mwcfc1905 Avatar
59 months ago
When google get a request asking about the whooper it should respond with information about the big mac!
that would help stop this
Score: 7 Votes (Like | Disagree)
adamneer Avatar
59 months ago
Nice. Because 1 obnoxious form of advertising at a time isn't enough for corporations anymore, so they naturally come up with ways to use their ads to prompt other ads. Soon enough, modern life will simply be an Inception of advertising. We'll need to spin a top to figure out whether or not someone's trying to sell us something.
Score: 7 Votes (Like | Disagree)
Aston441 Avatar
59 months ago
I LIKE that my friends can use my Echos, so they can switch around the lighting, music etc.

I'm the only one that knows the code to initiate the self-destruct sequence, so I'm not seeing the security issue here?

Score: 5 Votes (Like | Disagree)
oneMadRssn Avatar
59 months ago
I LIKE that my friends can use my Echos, so they can switch around the lighting, music etc.

I'm the only one that knows the code to initiate the self-destruct sequence, so I'm not seeing the security issue here?



https://www.xkcd.com/1807/
Score: 5 Votes (Like | Disagree)

Related Stories

studio buds family

Beats Studio Buds Debuting Today With Active Noise Cancellation, Stemless Design, and More for $150

Monday June 14, 2021 8:00 am PDT by
We've seen a lot of teasers about the Beats Studio Buds over the past month since they first showed up in Apple's beta software updates, and today they're finally official. The Beats Studio Buds are available to order today in red, white, and black ahead of a June 24 ship date, and they're priced at $149.99. The Studio Buds are the first Beats-branded earbuds to truly compete with AirPods...
youtube apple tv

YouTube Discontinuing 3rd-Generation Apple TV App, AirPlay Still Available

Wednesday February 3, 2021 3:09 pm PST by
YouTube is planning to stop supporting its YouTube app on the third-generation Apple TV models, where YouTube has long been available as a channel option. A 9to5Mac reader received a message about the upcoming app discontinuation, which is set to take place in March.Starting early March, the YouTube app will no longer be available on Apple TV (3rd generation). You can still watch YouTube on...
gradiente iphone white

Brazilian Electronics Company Revives Long-Running iPhone Trademark Dispute

Tuesday May 19, 2020 1:06 pm PDT by
Apple has been involved in a long-running iPhone trademark dispute in Brazil, which was revived today by IGB Electronica, a Brazilian consumer electronics company that originally registered the "iPhone" name in 2000. IGB Electronica fought a multi-year battle with Apple in an attempt to get exclusive rights to the "iPhone" trademark, but ultimately lost, and now the case has been brought to...
YouTube Picture in Picture Feature

YouTube Premium Subscribers Can Now Use iOS Picture-in-Picture: Here's How

Wednesday August 25, 2021 3:55 am PDT by
Google has rolled out picture-in-picture support as an "experimental" feature for YouTube premium subscribers, allowing them to watch video in a small window when the app is closed. If you're a premium YouTube subscriber looking to try out picture-in-picture, follow these steps: Launch a web browser and sign into your YouTube account at YouTube.com. Navigate to www.youtube.com/new. Scroll...
apple privacy

Apple Publishes FAQ to Address Concerns About CSAM Detection and Messages Scanning

Monday August 9, 2021 1:50 am PDT by
Apple has published a FAQ titled "Expanded Protections for Children" which aims to allay users' privacy concerns about the new CSAM detection in iCloud Photos and communication safety for Messages features that the company announced last week. "Since we announced these features, many stakeholders including privacy organizations and child safety organizations have expressed their support of...
apple screen time screen icons

Persistent Kids Finding Loopholes in Apple's Screen Time Limits

Tuesday October 15, 2019 9:44 am PDT by
Apple is currently engaged in a cat-and-mouse game with persistent kids looking to circumvent Screen Time restrictions, but the company has been receiving some criticism for not moving quickly enough to lock down some of the loopholes, reports The Washington Post. A few of the loopholes and ways for parents to shut them down are documented on the site Protect Young Eyes, while these and...
2012macpro

Apple Outlines Metal-Capable Cards Compatible With macOS Mojave on 2010 and 2012 Mac Pro Models

Monday September 24, 2018 3:26 pm PDT by
Apple's new macOS Mojave update is not compatible with mid-2010 and mid-2012 Mac Pros with stock GPUs, but it is supported on 2010 and 2012 Mac Pro models that have been upgraded with graphics cards that support Metal. Apple today shared a new support document that provides a list of graphics cards that are Metal-capable, which will be useful for 2010 and 2012 Mac Pro owners who want to...
bluetti eb70 main

MacRumors Giveaway: Win a Bluetti EB70 Portable Power Station and 200W Solar Panel

Friday September 3, 2021 11:13 am PDT by
For this week's giveaway, we've teamed up with MAXOAK to offer MacRumors readers a chance to win a Bluetti portable power station and an accompanying solar panel. Bluetti makes a range of portable power station options that are useful for camping, emergencies, power outages, off-grid living, and similar situations. The Bluetti EB70 is a solid middle of the road option that offers 716Wh and...
anker lightning cable mfi

Unwrap a New Apple Device? Stock Up on Extra Certified Lightning Cables for as Little as $6

Monday December 25, 2017 5:45 am PST by
If you unwrapped an Apple product today it likely came with one of the company's first-party Lightning cables, but having an extra on hand is always a good idea, so you can place it in other rooms in your house, in your car, or in a bag when you travel. For that reason, now's a good time to shop for third-party Lightning cables that are cheaper than Apple's own accessory, but still Made For...
ipad pro 10 5

Apple Discontinues 10.5-Inch iPad Pro Following Launch of Lower-Priced 10.5-Inch iPad Air

Monday March 18, 2019 6:09 am PDT by
Apple has stopped selling the second-generation 10.5-inch iPad Pro, originally released in June 2017, after launching a new 10.5-inch iPad Air today. The 10.5-inch iPad Pro had remained available from $649 following the release of 11-inch and 12.9-inch iPad Pro models in October 2018, but it has been replaced by the 10.5-inch iPad Air with a cheaper starting price of $499. The new iPad...