A method includes receiving initial training data associated with a trigger phrase in a device and training a voice model in the device using the initial training data. The voice model is used to identify a plurality of voice commands in the device initiated using the trigger phrase. Collection of additional training data from the plurality of voice commands and retraining of the voice model in the device are iteratively performed using the additional training data. A device includes a microphone and a processor to receive initial training data associated with a trigger phrase using the microphone, train a voice model device using the initial training data, use the voice model to identify a plurality of voice commands initiated using the trigger phrase, and iteratively collect additional training data from the plurality of voice commands and retrain the voice model in the device using the additional training data.