It feels like just yesterday that Amazon's Alexa was the undisputed star of CES, its presence so pervasive it seemed to be everywhere. Then, like a seasoned contender stepping into the ring, Google Assistant arrived, and suddenly, the narrative shifted. CES 2018 marked a significant turning point, with Google making a powerful statement, not just as an exhibitor, but as a serious challenger in the smart assistant arena.
Google's approach was ambitious. They set up two distinct zones in Las Vegas: one dedicated to showcasing the intelligence of Google Assistant itself, and another highlighting their hardware ecosystem – think Pixel phones, Google Home speakers, and Pixelbooks. But the real focus, the beating heart of their presence, was undoubtedly Google Assistant.
Looking back at their year-end summary, Google proudly announced that Assistant had reached over 400 million devices. Now, I'll admit, that number sounds impressive, and it's certainly a clever way to frame their reach. While smartphones contribute a huge chunk, it's likely the growth of their Google Home family that truly excites them. And it's good news for them; sales of Google Home devices have been strong, with millions sold in 2017 and a Google Home Mini flying off the shelves at an astonishing rate – one every second since its launch in October.
What really caught my eye, though, were the announcements made right at the cusp of CES. First, Google Assistant expanded its capabilities, supporting over a million 'Actions' – think of them as Alexa's 'Skills,' but encompassing a broader range of functionalities. And to make finding these actions easier, Google even launched a dedicated directory, essentially their own app store for voice commands. Second, and this is a big one for car enthusiasts, Google Assistant began rolling out to Android Auto. This means over 400 car models from major manufacturers could soon be integrating Assistant for music, navigation, and seamless phone integration. It's a clear sign that Google is pushing Assistant beyond the living room and into our daily commutes.
The competition between Alexa and Google Assistant is fascinating to watch. While Amazon has a wider range of Echo devices, Google's strength lies in its deep integration with the Android ecosystem. This natural synergy allows Google Assistant to tap into a massive existing user base, a significant advantage for a latecomer. Both are aggressively expanding their reach through partnerships, with Alexa appearing in laptops and Google Assistant making inroads into smart TVs and even headphones. It's a dynamic dance, with manufacturers often hedging their bets, supporting both ecosystems to cater to a wider audience. This isn't just about voice commands; it's about building entire smart home ecosystems, and the battle for dominance is far from over.
