Microsoft’s annual Build Conference kicked off in San Francisco today with perhaps the biggest news for marketers being the unveiling of its “Cortana” virtual assistant, a challenger to Apple’s Siri and Google Now.
In particular, Cortana — like Siri — may route searchers to particular apps or search services. For local search, Yelp now seems especially prominent. However, also see our separate story on Search Engine Land that dives deeper into Cortana:
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