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At the Consumer Electronics Show (CES) in Las Vegas this week, a number of companies announced they would be adding Google Assistant to their connected devices. But Google isn't giving up the fight for domination in the virtual assistant market, with some reports suggesting that Google had already won. After all, the younger, trendier Google Assistant was also deemed smarter and more intuitive a number of times by different analysts of late. The executive wants to get as many devices to use Alexa as possible, and he wants those devices to do as much as possible.

While not all the devices included in the 100 million figure are made by Amazon, it does emphasise the public's trust in the company's AI voice assistant, Alexa.

It is also probable that Amazon has sold more smart home devices than Google.

"Google Assistant handles the higher-order computing - knowing what's on the calendar, checking for updates, and so on", explains the company. However, it is unclear how many people use this feature on their smartphone. Over the a year ago, Google has added support for 22 new languages and 66 more countries, bringing the total to 30 languages and 80 countries.

The company said that its presence at CES is three times larger than it has been in 2018 and they also plan to show off the company's product launches "focused on showcasing the helpfulness of the Assistant across the home, auto and mobile devices".

Without providing specific numbers, Huffman said Google Home and Google Home Hub devices sold well throughout this past holiday season. Samsung said it will be opening up its 2019 QLED TV lineup to other voice assistants, such as Alexa or Google's Assistant. Faltering sales in China and questions about future iPhone shipments have bludgeoned Apple stock, sending it down about 6% to start the year.