https://www.cnbc.com/2017/08/31/amazon-alexa-vs-google-assistant-battle-for-connected-future-dominance-is-on.html

IFA is one of the largest consumer electronics shows in the world. The largest device makers in the world from Samsung to Lenovo tend to stage flashy launches at the event which takes place in Berlin, Germany.

But quietly in the background, two players with barely any branding anywhere are making the most noise: Google and Amazon.