Making AI software smarter by adding human feedback

On the surface, artificial intelligence voice assistants like Siri, Alexa, Cortana and Google Assistant seem smart, connected and somewhat human. They handle queries well and use natural speech to share information, news and keep you updated. But every so often, their true nature is exposed and they fail to come up with a proper response. In these moments, you are reminded more than ever that they're just computer-based systems. What's the key to eliminating said quirks and truly launching modern AI systems and assistants into the annals of human achievement?