Google & Alexa Battle It Out For Voice Assistant Supremacy

Amazon may be winning the virtual assistant battle against Google but the search giant showed that it is not about to throw in the towel just yet.

Google wants to dethrone Amazon’s Alexa as the dominant force in voice-controlled smart speakers and is putting a lot of effort into it.

The company made a rare and eye-catching appearance at CES 2018 in order to drum up attention for its Google Assistant voice helper – its answer to the all-conquering Amazon Alexa platform.

Google’s massive installation in the convention center parking lot, covered with countless Google Assistant ads, showed the company’s intent to upstage its rival and get its virtual helper into as many places and devices as it possibly can.

Amazon, of course, did not make it easy for them. The company announced a number of partnerships at the world’s largest tech show, including the fact that Alexa will be making its way into Toyota carsVuzix smart glasses and Kohler smart toilets.

Judging by their respecting showings at CES, it is clear that both companies believe that virtual assistants will play a major role in our digital life in the future.

Executives from both Google and Amazon at CES talked about getting their respective voice assistants in cars, earbuds, and office meeting rooms so they can readily be available to us anytime and anywhere – even in the toilet.

Voice assistants have thus far fared well as controllers of the smart home, allowing users to play music or operate their connected lighting system. However, we have yet to see if they will be able to successfully transition into other areas. They are already being tried out in a countless number of handsets, but results have been mixed thus far.

At this year’s edition of CES, Google unveiled four new Google Assistant-powered smart displays designed in partnership with Sony, JBL, LG, and Lenovo.

The company said much of its efforts in 2018 will be directed towards making its assistant more conversational, more capable and – with the help of the growing Google Assistant ecosystem – more nearly ubiquitous.

For the time being, though, it is Amazon who is winning the virtual assistant battle. According to the company, Alexa has thus far made its way into more than 4,000 smart-home devices from 1,200 brands, with more than 30,000 Alexa skills (Amazon’s term for voice apps) now available on the market.

With that said, there are still many “ifs” and “buts” surrounding the wider adoption of these voice assistants by the general public.

It is not hard to imagine that many people will not feel too enthusiastic about having a digital assistant on their face, in a pair of smart glasses, or using their voice so they can flush the toilet.

Amazon and Google, in the meantime, will continue to trade blows and only time will tell who’s going to win the war in the end.

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