Alexa vs. Siri: Amazon and Apple's battle to create the "world's best personal assistant" is even more intense

As the battle for generative artificial intelligence intensifies, tech giants Amazon.com, Inc. AMZN and Apple Inc. AAPL vie for the title of "Best Personal Assistant in the world" by integrating the power of the Large Language Model or LLM.

What happened: During the first quarter 2023 earnings call, Amazon CEO Andy Jassy said the e-commerce giant was working on an improved LLM to power Alexa, the company's virtual assistant technology.

See also:Amazon throws in the towel: the fitness brand bites the dust in battle Against Apple Watch, Fitbit

"We had a great language model under [Alexa], but we're building one that's much bigger and much more generalized and capable. I think that's going to very quickly accelerate our vision to become the best personal assistant in the world,” said the CEO.

Jassy added that OpenAI's chatGPT is a "good example" of applications that will be built on top of LLMs. "We will create some of these apps ourselves."

Why it matters: The statement came after it was reported that Apple was also working on LLM-based improvements for Siri. Alphabet Inc.'s GOOG GOOGL is also expected to explore similar developments for Google Assistants as well, although no details have yet been confirmed, The Verge reported.

Apple, Amazon and Google did not immediately respond to Benzinga's request for comment.

It has already been reported that companies like Instacart Inc., Shopify Inc. SHOP, and Snap Inc. SNAP are already integrating OpenAI's chatGPT technology into their products.

Find out more articles about Benzinga's consumer technology byby following this link .

Read next: Amazon begins laying off employees in a bid to strengthen cost structure

© 2023 Benzinga.com. Benzinga does not provide investment advice. All rights reserved.