This chapter conceptually reproduces and generalizes the voice search effect on perceptions of choice simplicity in e-commerce and explains when and for whom the effect creates marketing value. In a between-subjects experiment (N=300), voice vs. text search is manipulated with boundary conditions of task complexity (low vs. high) and personal innovativeness (PIIT). Voice interfaces increase choice simplicity overall; the increase is greater in low-complexity undertakings and with highly innovative users. Within Cognitive Load Theory and Media Richness, we draw out the findings in digital customer experience (DCX) strategies: introduce voice for frequent, low-stakes micro-decisions (reorder, quick add) and voice with visual comparison for high-complexity decisions. For manager practitioners, we present omni-channel design advice and a segmentation playbook individualizing interface modality with user innovativeness. The chapter contributes to marketing research through linking interface modality with funnel frictions and, as mediator, with conversion likelihood and with effort perceived, combining with platform competition and conversational commerce.