Alexa will make your car smarter -- and vice versa

Every year at CES, some of the world's biggest tech companies try to one-up each other. TVs get thinner and brighter. Home appliances get chattier and robots get friendlier. But this year, instead of standing out for their memorable devices, a lot of companies showed up with a shared identity: the voice of Alexa. Within a span of just two years, Amazon's cloud-based voice service has spread far beyond the Echo speaker where it first debuted.