Microsoft Launches New Cortana vs. Siri Ad Showing Off Context-Aware Reminders

Microsoft today launched a new commercial comparing its new Cortana virtual assistant to Apple's virtual assistant Siri, demonstrating how the former is able to perform contextually-aware tasks using a number of services.

The narrator then asks Cortana to remind him to get roses when he comes near any flower shop, while Siri once again does not comply. Finally, Cortana automatically gives a traffic reminder prompting the narrator to leave before traffic delays, as Siri finishes by saying "Now that is a smart phone."

This is the first time that Microsoft has demonstrated its new Cortana voice assistant against Siri, however the company has used Siri's voice to poke fun at the iPad in the past. Cortana was originally announced in April alongside Windows Phone 8.1, as Microsoft touted the virtual assistant's ability to tie reminders and tasks around people and locations. Notably, a Windows Phone manager said last month that the company wants Cortana to be "pervasive" among mobile platforms, perhaps indicating that Microsoft could expand Cortana to iOS and Android.