Large internet companies are putting an awful amount of effort into building or improving Digital Assistants (DA). We are still at a nascent stage with this technology, however it is clear that Digital Assistants are set to be a new personalised gateway between consumers, the internet and connected things. The future vision, is that the DA will take your request, and in microseconds its AI will weigh the information it finds (from various API's), against your detailed profile information (and context - where you are, what your personality type is, your mood etc.), and present only the most useful singular response. This presentation will review data from 70K Siri interactions, analyses 100 mobile searches and details how Digital Assistants are currently used and the implications for Brands.