AI assistants become part of our work life and replace traditional process oriented software solutions. Voice activated AI assistants as they are used in daily life might set a UX baseline but are designed for different user needs and goals. Thinking of a voice activated AI assistant in a Marketing task environment, we wanted to understand how user needs can be fulfilled and how usage in a work setting is different to well accepted AI assistants like Google and Siri. Our research discovery process revealed pragmatic and situational user concerns which were based on the work setting. Voice activation seemed to be invasive, intrude social environment and perceived as “artificial” in work settings. We determine design to play a key role and a mediator to overcome perceived challenges. Therefore, best practices and discovery process will be discussed.