Here's Why Alexa Won CES Before The Show Even Started

The effort is one of many signals that artificial intelligence is a huge theme at this year's show–mainly in the form of digital assistants like the Assistant, Amazon's Alexa, and Apple's Siri. Google wants those ads to create the vibe that its Assistant is the go-to choice for consumer electronics companies looking to build a brain into their device. But the current reality is different than the marketing message. This year, 45.4 million Americans will talk to an AI assistant inside smart speakers, says research firm eMarketer. But only about a quarter of them will be talking to Google's Assistant, while almost 68% will be talking to Amazon's Alexa. Amazon CEO Jeff Bezos, who only occasionally shares specific numbers relating to hardware sales, said his company sold "tens of millions" of Alexa-powered devices over the holidays.