LAS VEGAS — Lost in the shuffle of Amazon and Google’s digital assistant showdown this week at CES is another tech giant’s virtual brain: Microsoft’s Cortana.

Unlike fellow tech heavyweights Facebook and Apple, which don’t go to CES, Microsoft does have a presence here. But it is more behind the scenes than Google’s flashy booth or the array of Alexa announcements. That’s because, in Microsoft’s view, the voice assistant market is in the very early stages.

“It’s a long journey to making a real assistant that you can communicate with over a longer period of time to really be approachable and interesting and better than the alternative,” Andrew Shuman, corporate vice president of Cortana engineering, told GeekWire. “That is our journey, to make some make some great experiences that shine through, and recognize that long haul.”

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