Is Siri Still the Reigning Voice Assistant?

We tend to think of Apple as the world’s modern tech giant. The company has all but defined the way we communicate while on the road—not to mention the way we interact with the internet.

Apple’s technology is so front and center that it’s easy to overlook the impact of competitors.

However, AI technology, specifically voice assistance, is up-and-coming from a variety of sources… and one is starting to rise above the rest. This recently released report shows that Google’s voice technology is starting to match pace with Apple’s Siri(voice assistant).


So, now the main question is: where do Apple and Google stand in the overall market?

In the bigger picture, what does the future hold for AI tech?


Getting the Lay of the Land

Google Assistant and Siri face a popularity juggernaut. Both voice assistant hold 36 percent of AI market share, leaving little room for their competition or for individual growth.

It’s no surprise to see these companies at the top of the AI food chain. You may occasionally forget about Google’s reach, but it remains one of the largest companies operating in the United States. It’s so large, in fact, that the Department of Justice is questioning whether the operation and its parent company, Alphabet, qualify as a monopoly.

With that said, it may come as a surprise that the race for AI domination is a close one. That may be because Google came late to the AI scene.

Google Allo entered the game in 2016 and died a quick death. Google’s follow-up, Pixel, still isn’t as socially well-known as the Apple empire. That honor goes to Siri: the AI voice assistant has merited not only authoritative clout but also humorous ad campaigns built off “her” helpful reputation.


The Impact of Industry Domination

Google and Apple’s broad market share means two things.


1. It’s nearly impossible for new AI competitors to throw their hats into the ring without being crushed by the dominating corporations.

2. Google and Apple now determine the standards for AI. This means the general functionality of these products, but also base market prices, data collection, and, most importantly for marketers, how AI interacts with SEO.

Siri operates off Bing while Google runs off, you guessed it, Google. That algorithmic separation makes SERP rankings inconsistent between the two platforms, no matter how much value your content has.

More than that, Google and Apple have the ability to change the way their algorithms interpret content’s value. Google updates its algorithm with a near-monthly frequency. Apple’s algorithms may be limited to its app store, but the company can still program Siri to pick specific search results out of a crowd.

The impact of Google and Apple’s industry domination is tight control of SEO interpretation. In short, these two companies have significant say in where your content is going to show up on a SERP, regardless of the platform you focus on.


Google and Apple in the Future

The folks behind the aforementioned report have, since its release, repeatedly mentioned that they surveyed a mere 7,000 participants when assessing the usability of Siri and Google Assistant. Even so, the report has unearthed a trend that’ll impact the way marketers and CEOs alike will assess their use of AI.

We have to keep voice assistants such as Siri and Google Assistant in mind when crafting our content. When both assistants’ parent companies have such a large, competitive stock in the future of AI, it’d be an SEO mistake not to.



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