Google Bringing "Voice-Activated Insanity" To SXSW

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Google is promising to bring "voice-activated insanity" as part of a new "Google Assistant Fun House" it will be setting up in the immediate proximity of the Austin Convention Center over the weekend so as to commemorate the latest iteration of the annual South by Southwest (SXSW) music festival, the company said in a statement. The temporary product showcase will present visitors with transforming landscapes and a wide variety of Google Assistant-enabled products and services, according to the Alphabet-owned tech giant. Nest's products are also expected to make an appearance at the event, especially as Google just recently opted to reabsorb its 2013 purchase under its own corporate umbrella. The Fun House will be located at 1301 E Cesar Chavez Street where visitors will be able to experience the latest artificial intelligence-powered tech from the company over the weekend.

While the Mountain View, California-based firm has yet to elaborate on the matter, it's understood all holders of SXSW badges will all be granted free entry to the Fun House. Google traditionally has a strong presence at the Austin, Texas-based music festival where it also showcased its Project Jacquard smart jacket created in collaboration with Levi's last year. Its arrival to the latest iteration of the event probably won't match the scope of its massive Consumer Electronics Show expo area but should still be sizeable, in line with the company's growing ambitions in the hardware segment. Following its wider release in early 2017, the Google Assistant is already available on hundreds of millions of devices around the world and is being positioned as the centerpiece of Google's emerging consumer AI ecosystem.

Besides new Home-branded speakers, Google is also expected to continue integrating its digital companion into the Android operating system in a more aggressive manner going forward. Recent reports suggested such high-level implementation will already start this year with the release of Android P. The company's machine learning and general AI technologies are already powering a wide variety of its offerings and have received massive acclaim with their implementation into the Pixel 2 and Pixel 2 XL, a pair of 2017 flagships which support full-fledged portrait photography with in-camera bokeh effects despite using just a single rear image sensor.

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