An executive from online retail giant, Amazon, has said the company is open to a collaborative partnership with its biggest rivals including Google and Apple, if that means a major improvement to its digital assistant Alexa, according to a new report by Bloomberg. Toni Reid, Amazon’s vice president who oversees the development of Alexa and Echo, reiterated the company’s primary goal of putting customer satisfaction above everything else in seeking to partner with other companies.
It remains to be seen when and if tech giants like Google or Apple would agree to team up with Amazon to help the company improve user experience with Alexa. Nonetheless, the online retailer is already in partnership with Microsoft, with both companies combining their digital assistants to let Microsoft’s Cortana and Alexa interact with each other and launch the other solution when needed. The partnership between Microsoft and Amazon means you will soon have access to Alexa through Cortana even if you are using Windows 10-based computers. Additionally, you will be able to ask Cortana to open Alexa on your Android device, so working with any of the digital assistants become seamless going forward. In the future, you will also be able to gain access to Cortana on devices equipped with Alexa, like Echo, and third-party consumer electronics, as part of the partnership.
Amazon’s willingness to team up even with its rivals highlights the company’s intention to enhance the performance of Alexa no matter what. It was previously reported that Amazon purchased the Artificial Intelligence (AI) startup, Graphiq, earlier this year as part of the Seattle, Washington-based tech giant’s efforts to advance the development of its digital companion as well as other solutions that use AI. Then recently, Amazon was reportedly reshuffling its personnel on top of hiring additional engineers with the goal of keeping Alexa ahead of the competition. The cloud-connected personal assistant currently leading the race with other digital assistants like Google Assistant. Recent reports indicate that Alexa holds a market share that is 50 percent larger than Google Assistant’s, with Amazon also dominating the smart-assisted speaker market with a 75 percent market share.