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Brands tend to run into the same kind of trouble when publishing voice experiences. Some can't find real users to test in real-world contexts, others are lost on best practices for voice, and most simply don't know how to seamlessly integrate voice into their user journey.
When someone says "smart speaker," most think "Alexa".
It's a reasonable association since many consider Amazon Alexa the glowing face of voice technology; a crown earned for its relentless progress in the last few years. But Google Assistant is catching up, stepping on Alexa's heels while Samsung's Bixby power-walks a few miles behind.
And Cortana? Well, Cortana is hobbling along with no real intent of running. (Let's spare Siri from the race altogether.)
But Microsoft could jump to the front with its latest voice-first innovation. One that could change how we interact with voice-enabled devices in the future—particularly in public.