The European Commission announced the massive probe on Thursday, with EU Competition Commissioner Margrethe Vestager warning of a “serious risk” that Alexa, Siri, Google Assistant, and similar voice assistants could be helping “big companies” such as Amazon, Apple, and Google “push markets beyond the tipping point where competition turns into monopoly.”

EU regulators will be focussing on how users of Alexa, Google Assistant, and other voice assistants may often “be presented with an option” rather than a full slate of competitive choices, according to Bloomberg.

If a particular voice assistant tends to favor its own products and services over those of a competitor, that “might lead to the fast emergence of dominant digital ecosystems and gatekeepers and might present tipping risks,”

Issue now is that 3 camps have their own assistants (and corresponding monopolies) - China, US and Mordor.

EU bureaucrats just think that they can survive using courts and nice papers. No, guys, it is too late.