The creators of Siri just unveiled an impressive new virtual assistant -- but there's one thing companies should be concerned about

Dag Kittlaus and Adam Cheyer, who created the software behind Apple's Siri, have spent the last four years building a new digital assistant: Viv. At TechCrunch Disrupt on Monday, Kittlaus finally demonstrated Viv to the public -- and it makes Siri look antiquated in comparison. Let's first get one thing out of the way: Siri is pretty awful to use. Much of the time, asking Siri to do anything feels like you're just speaking into a Google search. It only has a few functions it can do well, and feels closed.