Cortana, Siri, and Google Now

This piece appeared in the Irish Times today.  As an aside,  I always find it interesting how a sub-editor subtly changes some of the text from my submitted original.   The sub-editor also choses a headline for the piece,  which I sometimes find is at slightly at odds with the main point of an article 🙂

“It’s not just an OS. It’s a consciousness.” This blithe tagline from Spike Jonze’s movie ‘Her’, released last December, sets the context for how the introverted Theodore Twombly (played by Joaquin Phoenix) falls in love with his digital virtual assistant Samantha (voiced by Scarlett Johansson). Samantha provides an empathetic cushion for a vulnerable man. His new friend is compassionate, moreover strengthens and ultimately emotionally bonds with Theodore — and yet ‘she’ is just a software program running in a computer. Whilst the movie is science fiction, digital assistants are becoming widely available on smart phones and are increasingly sophisticated and personable. As you chat to them, asking questions and issuing commands, they recognise your speech, and talk back to you as they search the web as necessary carrying out your instructions.

In June, Microsoft announced its ‘Cortana’ digital virtual assistant, available on Windows Phone 8.1. The firm is promoting Cortana as more cultivated than its nearest competitors, Siri and Google Now. For example, you can ask Cortana to restrict interruptions to only from immediate family members and close friends – useful when going into a meeting, or when studying. It understands requests to link together events: for example, you can tell Cortana “when my brother rings, remind me to ask him to join us for dinner on saturday”. Cortana also understands follow-up requests, in which a question is presented in the context of a previous answer. For example, you might ask Cortana to recommend an Indian restaurant in your locality and then follow-up by asking how long it will take you to walk there. Siri and Google Now do not yet have the same level of awareness of family relations and their importance, relationships between events, and conversational awareness of context.

Both Cortana and Siri anthropomorphize digital search and other tasks. At this time, Google Now has yet to develop a human personality and so appears more robot than human. Emotion and personality catalyze trust, and so it is likely that Google Now will in due course be given a personality. However accuracy is even more vital: a digital butler that misunderstands your speech, and so sends your rather personal message to your parent rather than your partner might cause some mild embarrassment. Sending your rather private message to the wrong Una in your contacts list might be quite disastrous for your relationships!

The digital virtual assistants today are largely reactive, responding to your requests. You ask them something, and they try and do it for you. As the technology progresses, a proactive capability would be a definite improvement. Rather than waiting to be asked, your smart phone should also volunteer advice relevant to your work or lifestyle: for example, “The traffic on the N11 is still bad this morning, and so I suggest you leave now if you are going to make your 11am meeting with Sean”; “While you were busy, Joe O’Callaghan rang and wants to find out the status of his order”; and “Just to let you know DriveTime has a piece on Irish cuisine on at the moment, would you like to listen to it?”

Frankly, the current generation of digital butlers are still novelty apps, and not yet ready as prime time business and social assistants. Usually it is far more efficient to simply tap out your request directly on the touch screen of your phone, rather than do verbal battle with a sometimes puzzled (and puzzling!) automated attendant. However, Cortana has raised the game for the smart phone industry, and surely competitive tension will continue to yield further improvement. The potential is immensely lucrative: the first truly capable digital virtual assistant, approaching the capabilities exhibited by Samantha in ‘Her’, would doubtless capture and control the smart device market.

But Samantha has a dark side too. The world presented by Spike Jonze in ‘Her’ is arguably more intimidating than George Orwell in ‘Nineteen Eighty-Four’: it is not that Big Brother is merely watching your physical activities, but rather that Samantha is aware of your innermost thoughts and so can manipulate and control your emotions. An automated personal assistant may learn so much about your lifestyle, behavior, likes and dislikes, that it may be able to cocoon your emotions and quite definitely impact your purchasing behavior. Human Personal Assistants are renowned for protecting their charges, and only permit access to their boss under strictly controlled circumstances. One can only imagine the retail power that a software company which builds a successful digital butler will command, by mediating the access to consumers by advertisers and brands.

“I’m sorry Dave. I’m afraid I can’t do that” was the chilling catchphrase from the movie ‘2001: A Space Odyssey’, now nearly fifty years ago. “It’s not just an OS. It’s a consciousness” from ‘Her’ may become as minacious for the next fifty years.


About chrisjhorn
This entry was posted in innovation, Irish Times. Bookmark the permalink.

One Response to Cortana, Siri, and Google Now

  1. olivierlehe says:

    How companies can nurture innovation and motivate their talents to bring innovations forward?

    Each company is destined to get the results it gets. What I mean by this is that poor organization, lack of solid and sustainable innovation culture lead to poor results, and more than before, to a company’s trouble or death.
    Smart business leaders shape the culture of their company to drive innovation. Success and constant positive results come from the implementation and execution of strategies, business models, structure, processes, technologies and incentive systems that encourage innovation.
    If you would like to read more about learning innovation, you can access to my blog on:

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