The share of the population reached in Italy by the Internet in 2020 rises to 83%, for a total of 49.48 million active users (We Are Social, ‘Digital 2020 – Global Digital Overview’) while it is estimated that for every Italian at the end of the year there will be about 8 devices. This is the picture outlined by the Eurispes Italy Report which shows that globally there are over 4.5 billion people connected to the network in 2020. The Report indicates that smart speakers would reach about 4 million, with an adoption rate equal to 8% of individuals connected to the Internet. The main requests addressed to smart speakers concern the reproduction of music, weather forecasts, setting alarms and questions on particular curiosities (Kkien Research Center, 2020. Smart Speaker Adoption in Italy In Italy, the smart object market had a total value of 6.2 billion euros in 2019, while the expected value at the end of 2020 is 8.2 billion euros. The Report also notes that smart speakers act as a central hub within domestic environments to manage the other connected devices present (heating, lights, appliances). But there is no shortage of risks associated with the adoption of IoT devices. Smart Objects are subject to cyber attacks, manipulation of public opinion through fake news, disinformation campaigns. Furthermore, an incorrect use of Smart Objects can have effects on the definition of the so-called system biases, especially when it is used starting from non-representative datasets. The factors limiting adoption refer to dynamics relating to consumer purchasing behavior and to the technology itself: compatibility, perceived usefulness, privacy, product cost, intuitiveness, knowledge. Although the sales volumes of voice assistants are constantly growing, Italian consumers seem not to be mature enough to create a virtual space in which to converse, interact, increase their knowledge. Eurispes stresses that if Big Tech companies will be able to communicate the innovative power of their products, then a ‘golden age’ can also emerge for Smart Objects, shaped by the trust accorded to the brand, by consumer satisfaction and by the creation of a community of enthusiastic users.