It seems like every week, tech giants are adding new features to their virtual assistant (VA) tech arsenal. See Google’s new Duplex technology—an AI system for accomplishing real-world tasks by phone.

While companies are pouring millions into making their virtual assistants smarter and more integrated, most users don’t stray beyond its basic functions like asking for the weather.

Learn about the emotional and social identity dimensions keeping people from adopting and using this tech to its full potential, and what brands need to do to win the VA war.