Just as Apple's iOS is forever linked to the iPhone, Alexa has been synonymous with Amazon's Echo speaker. But Amazon's digital assistant is becoming increasingly independent -- integrating into speakers made by Sonos, the Nest thermostat or lights made by Philips. Now it's also finding its way onto computer towers and notebooks made by PC makers, a move that could simultaneously ratchet up tensions between Amazon and Microsoft. PC makers like HP, ASUS and Acer are announcing Alexa integrations at the Consumer Electronics Show in Las Vegas this week, and in some cases the partnerships see hardware being upgraded to make Alexa more accessible, according to GeekWire. HP, for instance, plans to add a custom LED to its Pavillion Wave desktop computer tower that can glow when it hears Alexa's name, activating the digital assistant.