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The rest of the field, which includes Siri, Cortana, and Bixby are further back, apart from in certain use cases. These three contenders will struggle to close the gap as both Amazon and Google are quickly adding new functions and third-party device support.

Both Amazon and Google are relying on their ecosystems of partners and developers to further add functionality and reduce frictions that are impeding progress. Amazon has chosen to concentrate on its functionality and personalisation, while Google, Google looks to international markets by adding localisation and language support.

Ovum’s AI Assistant Tracker: 1H18 is a tool that rates the performance of well-known virtual assistants such as Alexa, Google Assistant, Siri, Cortana, and Bixby. The benchmark is based on a points system composed of six strategic criteria: skills, language support, user experience, device categories, innovation, and business models.

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