Lexus vehicles to feature Amazon Alexa

Google will have a stand-alone booth at the event for the first time in a long time. Alex Wong  Getty Images

Alexa will be able to aid drivers and passengers with directions, news, shopping, and smart home control from the auto, among other functions.

"Regardless of the device or context, our goal is to put Cortana everywhere you need assistance, whether that is on your PC, phone, Xbox, mixed reality headsets, intelligent home speakers, thermostats and even more in the future", wrote Ribas in a January 9 blog post.

Launched with speaker family back in 2014, Alexa is now taking on Google Assistant with its recent debut in the market of smartphones.

So far, Google has commitments from JBL, Lenovo, LG, and Sony to make such devices.

"This makes Toyota and Lexus vehicles among the first to bring the convenience of Alexa into the auto and onto the road", said Zack Hicks, senior vice president and chief information officer at Toyota Motor North America and CEO of Toyota Connected. During re:Invent 2017, Amazon unveiled Alexa for Business, an enterprise-friendly variation of the popular AI assistant. "You can watch videos from YouTube, video call with Google Duo, find photos from Google Photos and more".

They have created a new directory page to help users explore all of the Actions. simply go to your Assistant on your phone and select the blue icon in the corner. By taking a more aggressive step forward with its own hardware, it signaled to other companies that it was safe for them to continue to invest resources of their own.

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What are they using the devices for?

Google has laucnhed a whole directory for Actions that Google Assistant can perform on different products. To that end, if Google Assistant is going to be pervasive, then it has to be in a lot of different devices - not just in terms of functionality, but also form. You can easily know what kind of products can perform the what kind of actions on Google Assistant. Today, three years later, 16% of Americans own a smart speaker.

According to people with familiar with Google's plan, the company is concerned about losing market share to Amazon.

The addition of Alexa to different makes of Windows 10-based computers is particularly interesting in that Amazon and Microsoft were already working together to allow Alexa and Microsoft's Cortana assistant technology work together, with a specific focus on Windows 10 device.

Other devices seemed to extend the definition of smart home to new corners.

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