Moving to a new country can be hard. You don’t know the language. Cultural differences create conversational landmines. And you just can’t be sure that everyone will like you. As it turns out, that as true for people as it is for Amazon’s Alexa voice assistant, which officially sets up residence in France today.
Amazon announced its expansion into France last week. The first wave of Echo devices ships today. But the task of prepping Alexa for its debut there began much longer ago. And how it learned not just a new language but an entirely new set of perspectives and priorities can tell you a lot about how Amazon will translate its homegrown voice assistant into a global success.
We Come From France
Alexa already spoke English, German, and Japanese before the France launch. But Google Home’s Google Assistant spoke all of those as well, along with French and Italian. It’s a global linguistic arms race. Winning hinges on getting it perfect, fastest.
When you think about what