The growing rivalry between Amazon and Google in the battle for virtual assistant dominance intensified at this year’s CES in Las Vegas.

While both have a strong claim as front runners – with Amazon arguably leading the charge at this stage – it’s clear that Apple’s Siri and Microsoft’s Cortana are lagging. Case in point: Several major PC makers launched Windows 10 hardware and trumpeted Alexa support as a major selling point. (Cortana will, of course, also be available since it’s built into Windows 10, but it is the arrival of Alexa that was a key selling pitch.

The Windows 10 devices launched this week with Alexa built include HP’s small form-factor Pavilion Wave PC; Acer’s Aspire; Spin, Switch and Swift notebooks; Asus’ 2018 ZenBook and VivoBook laptops; and Lenovo’s Thinkpad X1 Carbon and Yoga devices.

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