Siri is the Apple’s digital assistant. Cortana is  Microsoft’s digital assistant. M is being tested by Facebook as digital assistant. Basically these are Artificial Intellegence (AI) platforms. The technology companies collect valuable data about the users when they use the digital assistants. This information serves as input for digital advertising, and keep a user tied up to their system.

Some tech companies give a personality to their digital assistants, e.g. Siri and Cortana. Some build their assistants with no personality, gender or voice, e.g. M and Google’s assistant.

Digital assistants can order flowers or make restaurant. As such, these can be used to guide users to particular products and advertisers.

There is always a possibility — what charms one may become annoying for another.

The Google app makes use of predictive technology known as Google Now. It responds to questions in a female voice.