Amazon CEO Andy Jassy, on Thursday’s Q1 2023 earnings call:

We’ve had a large language model underneath [Alexa], but we’re building one that’s much larger and much more generalized and capable. I think that’s going to really rapidly accelerate our vision of becoming the world’s best personal assistant. I think there’s a significant business model underneath it.

Just today, The Information reported that Apple is working on some LLM-based improvements for Siri. I’d guess Google is doing something similar for Assistant, but I’ve asked them if they can share any details.