Siri, Apple's popular virtual assistant feature is set to meet its match as Android-developer Google is reportedly developing a new feature which would rival Siri.

Google is supposedly working on an artificial intelligence technology dubbed as the "Google Assistant" and there are reports speculating that it will surpass the ability of Apple's virtual assistant known as Siri. The "Google Assistant" would not be a single application which means that there is a chance that it can be integrated to different types of apps. It will also be personalized which means that users would have more control in regards to what it is capable of.

Aside from being personalized, having the "Google Assistant" would also mean that people could have access to other Google products. Due to Google's recent privacy policy changes, users can now integrate other Google products like Gmail, Google Docs, YouTube, Google Goggles, Google Maps, and the likes. The integration of these Google products makes a more intelligent profile and with the integration of Google Assistant, all of these products can be accessed through voice commands.

On the other hand, some people were quick to point out that voice command is already in existence in Android though some people have not explored this feature yet. For example, a person can search for the microphone feature in the Google search bar and say the word "navigate" and mention the location or establishment the person wants to search for after saying the word call. Through this method, a person can already navigate without the need for an additional tap. Though voice commands were already available for users, accessing it is not easy as it requires complicated commands. This is in contrast with Apple's Siri because it has the ability to recognize the voice command even if it is not said as a "direct order". If Google's own virtual assistant would push through, many users could shift from being Siri users to Google assistant users.

According to reports, Google is already in the final stages of developing this feature and according to Alexia Tsotsis of TechCrunch, the Google assistant would be released around the fourth quarter of this year.