A system and method include detection of a user utterance of one of plurality of voice keywords, each of the plurality of voice keywords associated with a respective voice assistant application, determination, in response to the detection of the one of the plurality of respective voice keywords, of whether any of the plurality of voice assistant applications are designated as uninterruptable, and, if it is determined that none of the plurality of voice assistant applications are designated as uninterruptable, activation of the one of the plurality of voice assistant applications associated with the detected keyword.