Google is about to take over Europe’s biggest tech show

<em>Google’s Assistant is everywhere at IFA 2018.</em>

The consumer electronics industry works in cycles of infatuation. Every couple of years, some new technology captures the attention of most manufacturers and triggers a wild race to be the first, cheapest, or best with it. We’ve been through the netbook and e-reader manias, followed by the tablet deluge, the 3D TV moment, the 2-in-1 laptop transformation, the flood of Bluetooth speakers and headphones, and, most recently, the Alexa-fication of everything. This year at IFA, the unmissable common thread to new announcements is shaping up to be the Google Assistant.

It’s been six years since Google Assistant got its start as a key component of Google Now, the predictive “search without search” facility that Google built into Android. In the…

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