Virtual Assistants are software programs that translate spoken language and conversational text into completed requests. Overtime, Virtual Assistants have become smarter as more data has improved the algorithms that process requests and translate them into responses. The technological advancements of this transformation were enabled through increased access to data and machine learning breakthroughs. Additionally, the explosion of smart speakers has led to the increased demand of Virtual Assistants. The winners of the Virtual Assistant battle have largely done so through open technology ecosystems and strong capabilities aligned with how the firm captures values. I’ve found that Google and Amazon are the clear winners, Apple is the clear loser, while Microsoft provides an interesting look at how to fail gracefully.