It wasn’t going to be long before Google stole the show with a horde of updates to the virtual assistant. And in fairness, some of them look pretty useful.

Who is leading the smart assistant battle varies depending on who you are talking to, but the importance of this segment is consistent throughout. With more users becoming comfortable with the voice UI, buying power will gradually shift away from the smartphone screen and onto connected devices. Whoever has the best and most prominent virtual assistant will control the relationship with the consumer.

Google might dominant search revenues for the moment, but the smart home and the connected economy are changing the status quo; the Google Assistant is one of the ways the firm will stay relevant. So, what is new?

To kick things off, the team has launched Google Assistant Connect, a platform for device manufacturers to bring the Google Assistant into their products in an affordable and easy-to-implement way. This is an important step for the Google team to take, as it allows for scale. Google’s speakers and smart products will not dominate the smart home forever. Sooner or later, traditional brands will take the lion’s share of spend as the mass market will be more comfortable buying from the trusted, specialised brands. But the ambition for Google in the smart home should be in the software not the products.

Google needs to make it as easy as possible for appliance and device manufacturers to incorporate the virtual assistant. Just as it is with the search engine, scale is everything. The more users Google is interacting with, the more accurate its algorithms become and more money its advertising models can generate.

As it stands, the Google Assistant currently works with over 1,600 home automation brands and more than 10,000 devices. This number will only accelerate as the mass market acceptance of smart home devices and applications becomes more apparent.

Another area which has been targeted by the firm in recent months has been automotive. Back in September, Google was named as the technology partner of the Renault-Nissan-Mitsubishi alliance, allowing it to embed the Android operating system directly in vehicles. Last year, the alliance sold a combined 10.6 million vehicles in 200 markets across the world. At CES, Google announced a number of new features which would increase the usability of its applications in the car.

One of the updates is to bring the Assistant to Google Maps. Not only will the Assistant help with navigation, but users will be able to use voice commands to send messages to friends, such as estimated time of arrival. The Assistant can also be commanded to search for points of interest or stop-off points along the designated route. It’s a useful little update.

The final update which we like to draw attention to is focused on travel. Before too long, users will be able to instruct the Google Assistant to check them into flights (starting with US domestic flights), and also book hotel rooms at the destination. How effectively this will work remains to be seen, and it will be interesting to see how many hotels the Assistant has to choose from (as well as the price ranges), but again, it is a useful update.

Virtual assistants are not new, but they are becoming increasingly normalised in the eyes of the consumer. The voice UI is starting to make a genuine impact on the technology landscape the sci-fi image of tomorrow might not be as ridiculous as once though. Perhaps if someone nails AR glasses the smartphone screen might become redundant sooner rather than later.