Which do you prefer? I won't even bother bringing Siri into the discussion because Apple has a long long looonnngggg way to go with Siri to keep up with the other two. Of course, you're welcome to disagree. In my opinion, Cortana is the best of all of them. Google Now is great, it has the functionality but it has no personality. It's not really a virtual assistant in the "Samantha" type of way, if you know what I mean. Cortana has the functionality and the personality and doesn't sound as robotic. I would really like to see this technology advance to the point where you could talk to your phone as if it were human without having to think out what you're going to say before you say it to make sure it comprehends it correctly. As for Apple, I would like to see a complete overhaul and massive upgrade to Siri in iOS 9. Progress on Siri has been pathetic. It's my least favorite feature of my iPhone. Thoughts?