More than 3,900 companies are on hand to show off their latest technologies at CES this week, but there’s one giant name that stands out from the pack: Google.
This is the first time in several years that the Mountain View, Calif. titan has had a big, stand-alone booth at the show and its presence not only reflects the changing dynamic of the show, but also serves as a declaration of war on the battlefield of digital assistants.
CES is changing from a show where you show up with the flashiest gadget. Now there's a greater focus on creating partnerships between small and large companies to make each product work within constellation of others to help people get through the day more efficiently, said Gary Shapiro, chief executive of the Consumer Technology Association, which hosts CES. Tech giants want their assistants to be the glue of that life operating system — the voice that helps you turn on your lights, power your car’s dashboard and control everything from your shower head to your bed.