“What would it mean for your business if you could target potential clients who are actively discussing their need for your services in their day-to-day conversations? No, it's not a Black Mirror episode—it's Voice Data, and CMG has the capabilities to use it to your business advantage.”
For that I think they use special hardware, that’s the reason that you can’t modify the calling word, and they still notify you when the voice assistant is disabled. I don’t know if this is actually true, or the companies try to hide behind this, or I just remember it incorrectly.
That same hardware couldn’t also have a brand added as a code word for ad, like say “pepsi?”
Personally I think that Google has been doing this for the last decade. Their assistant requires a specific wake word. But their low power wake-word chip has an asic with memory of hundreds of smaller words. It signals when any of them are said and stores that data for tokenized streams back to Google. It isn’t sending the entire voice stream, only a series of non-consecutive words that triggered low power listening hardware. Thus it circumvents wiretapping laws and falls within their TOS while retrieving extremely targeted and private conversation data for their advertising service.