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During the last 10-15 years we have seen the emergence of Ad Words, Ad Sense and Google’s advertising network, then came Facebook, You Tube, Linkedin, Twitter and other channels.

One puzzling thing is that the biggest channel of them all – online messaging – has no well-functioning ad networks, ad formats or advertising at all.

Again, Assistants thrive on data, and the more data they digest the better they will be at helping us in a personal way.

This will probably open up new privacy issues, as our data will both make these digital assistants more useful for us, while we also are giving up control of our data by letting tech companies aggregate it.

It never really scaled, and there was usually a human behind the scenes.