To Microsoft Cortana is a major ecosystem feature, demonstrating their AI prowess and also channelling users to their Bing search business.
In their latest ad promoting the digital assistant they show Cortana at home, at work and crucially also on your Android phone, showing how its natural voice user interface can make your life easier in many different ways.
The text accompanying the video notes:
Cortana* is your truly personal digital assistant, designed to help you get more done and keep track of your busy life. Ready on day one to provide answers and complete basic tasks, Cortana learns more about you over time to become more useful every day. Count on Cortana to help do and find things, be best at reminders, and work across more of your devices.**
*Cortana available in select markets; experience may vary by region and device.
**Cortana app required for Android and iOS devices (Requires Android version 4.1.2 or higher, or iPhone 4 with iOS 8.0 or higher).
Crucially missing in the video however is any dedicated voice assistant such as the Amazon Echo, though we believe similar devices should reach the market later this year. The video does however demonstrate the above lock screen experience for Cortana as a substitute, though I doubt many of us rely on this on a day to day basis.
Also missing is any mention of Windows Phone, but I suspect that is par for the course these days.
See the video below: