A joint study by ad agencies J. Walter Thompson and Mindshare has suggested that Siri is seen as lagging behind other intelligent voice assistants like Amazon’s Alexa and Google Home.

Apple is a voice pioneer, having launched Siri in 2011, but is increasingly seen as a laggard. While it has integrated Siri into wearables (the Apple Watch and AirPod), its challenge is a comparative lack of machine-learning capabilities and user data to make a voice assistant intelligent. Its strategic focus on data privacy and security reflects this.

The study, based on the behaviors and attitudes of more than 1,000 UK smartphone owners, also provided a bunch of insights into who is using voice assistants and how …


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Author: Ben Lovejoy
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