All the big players in the tech world are developing technologies to recognize the voice. There are significant differences in their marketing strategies.
Microsoft and AI
The first thing that draws attention to the graphic is that Microsoft is not there. They created a voice assistant system and a speaker, but they are not available anymore. They arrived late to the game with correct products but needed a clear competitive advantage.
Then, they decided to focus on the next big thing: Artificial Intelligence and Large Language Models (LLMs). They are one of the leading investors in OpenAI, creators of ChatGPT.
At the same time, Microsoft invested in Anthropic, another big player in Artificial Intelligence. Anthropic has developed a family of Large Language Models (LLMs) named Claude. They are competitors to OpenAI's ChatGPT. Anthropic is known for its focus on safety and interpretability in AI systems.
Microsoft has recently appointed Mustafa Suleyman, co-founder of DeepMind (now owned by Google), as the head of its new AI division.
This indicates that Microsoft has made a big bet on Artificial Intelligence and wants to explore different AI approaches.
Apple and Siri
Apple's strong point is its ecosystem. They have a device for every occasion and place: at home, at work, at the gym, or on the street. The voice assistant capabilities let the user access the device only with their voice.
Siri, the software assistant, did not evolve well. It is less efficient than its counterparts at Amazon and Google. The advancement in Artificial Intelligence and Large Language Models (LLMs) gives Apple a second chance, an opportunity to improve.
Amazon and Echo
Amazon created the category of Voice Assistants. They are very active in updating the software and devices.
Amazon is known for its rapid response to customer needs, often experimenting and adapting quickly. However, the frequent changes they make can sometimes lead to user confusion.
New advancements in Artificial Intelligence can introduce many changes to the category, bringing numerous challenges and opportunities.
Google Assistant
Google has long experience in search. That is an important advantage but also its major risk. Search ads are the main revenue source for the company, and Voice Assistants, Large Language Models, and Artificial Intelligence pose significant challenges. So many changes give opportunities to competitors to solve the same problems in new ways.
Google has many devices, and they power them with voice assistant and artificial intelligence capabilities. Their position in all areas is strong, but all the other big tech companies now have new opportunities to take part of the ad market share and revenue from Google.
