Ever wonder where Alexa gets information about hours of operation, descriptions, and addresses? Starting this week, it’ll begin to source at least some of that data from Yext, a digital knowledge management platform that counts Taco Bell, Arby’s, Marriott, and Rite Aid among its clients. Yext today announced direct integration with Alexa that’ll supply the voice assistant — and by extension, people who use it — facts about nearby businesses and services.

Yext claims it’s now the largest source of first-party business data on the Alexa platform.

“Today is a quantum leap forward in Yext’s mission to give businesses control over their digital knowledge and provide consumers with perfect information everywhere,” Yext founder and CEO Howard Lerman said in a statement. “Amazon has changed the world with its innovative, market-leading voice-enabled devices; the Amazon Echo family of smart speakers; and the Alexa voice service. Now the tens of millions of consumers who ask Alexa questions can get authoritative answers from a business itself with the Yext Knowledge Engine.”

Folks are increasingly turning to voice assistants for answers to burning questions.

Statista estimates that in 2017, more than 710 million people actively used assistants like Alexa, Cortana, Siri, and the Google Assistant, and it forecasts that the number will rise to 1.8 billion by 2021. Thanks to those assistants, a whopping 30 percent of all searches will be done without a screen by 2020, according to Gartner.

“Amazon’s innovations have driven consumer adoption of voice search exponentially,”…

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