Despite the dissemination and wide availability of Intelligent Personal Assistants (IPA), such systems have not reached the popularity expected. One reason for this is the users' lack of trust in IPA and their providers. Another reason is the IPA's limited performance and skill set, which in turn is due to the intentional segregation of IPAs in proprietary ecosystems. Enabling IPAs to communicate and exchange data with each other could help IPAs improve performance and thus their acceptance among users. Further, certifications and suitable marketing strategies can also contribute towards their mass adop-tion, by fostering user's trust in IPA and their providers. To better understand the incentives necessary to instigate mass adoption of interoperable IPAs, this paper presents a survey which captures the po-tential users' attitude towards interoperable IPAs and their attitude towards different marketing strate-gies which could increase users’ trust in IPAs. The ultimate purpose of this ongoing research is to develop design recommendations and an efficient incentive system that can foster the mass adoption of IPAs.