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Google has always been smart. And now, Google is articulate. Google Assistant, powered by , is so well spoken that it can book appointments over the phone, complete with appropriate human-like filler words.

It鈥檚 an impressive implementation of Google鈥檚 AI efforts, recently demonstrated at Google鈥檚 annual I/O developer conference. But this coherent Assistant isn鈥檛 welcome by everyone. Startups that have found niches in automating mundane yet necessary tasks, like negotiating open times on a calendar or setting up an appointment, may feel the chill that comes from being under Google鈥檚 shadow.

Here are a few prominent startups that operate in the AI scheduling space that may have watched the Google I/O event with less wonder and more concern than most.

AI Assistants

Founded in 2014, 鈥淎my鈥� schedules calendar appointments via email. The AI software can handle negotiating time on your calendar all the way through creating the event and sending the invite.

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To do this, the startup has . Its last round, , was announced on August 14, 2017.

While X.ai is one of the more well-funded virtual assistants on our shortlist, it does not offer calendar or appointment scheduling over voice. Instead, X.ai works strictly through email. Also unlike Google, X.ai cannot subsidize its algorithms off ad revenue. To CC Amy in your emails for appointment scheduling, the service starts at $17 per month. (X.ai did not respond to a request for comment.)

Beyond merely automated email scheduling are two startups that rely heavily rely on artificial intelligence and natural language processing: , which has raised a , and , which has raised a total $. Interactions is the only startup mentioned here that appears to have AI sophisticated enough to handle natural voice scheduling. But while the startup offers voice scheduling solutions, Interactions now sounds stunted compared to what Google recently demoed with Assistant.

However, not all startups are strictly using AI to complete tasks. A few startups are embracing the men and women behind the algorithms, allowing for more complicated tasks to be completed.

Humans Are Still Useful

Two startups that have chosen to embrace humans completing tasks when necessary are and .

Located in San Francisco, Magic is an 鈥淪MS based on-demand personal assistant service,鈥� according to 附近上门. The startup, which includes and among its investor ranks, has raised a total of . And while the startup does openly embrace AI to make routine tasks easier, its clearly embraces its humanity, stating that its team of assistants 鈥渁re college grads and full-time employees with benefits.鈥� So far, Magic鈥檚 CEO, , believes this is enough to set it apart from Google Assistant鈥檚 ability to schedule appointments.

鈥淧eople utilize Magic instead of hiring part-time or full-time employees. At its current stage, Google Assistant is not good enough to replace someone鈥檚 need for that level of work,鈥� Chen told 附近上门 News. 鈥淚 see it as being a good entry point for someone to learn about what it鈥檚 like to have an assistant, and when they are ready for something more comprehensive, they should use Magic instead.鈥�

Fin operates much the same way. Founded by Facebook alum 聽and Venmo co-founder聽, Fin employs AI to help speed up tasks, but it never strays too far from a heartbeat to get the more complicated tasks done. However, it is interesting to note that a cursory look at many of the tasks that users ask Fin to complete () would also be very accomplishable by Google鈥檚 latest demo of Assistant.

Believe it or not, however, there are very successful companies who hardly rely on lines of code, much less AI, to handle tasks like setting up appointments. , a Portland, Oregon-based company, makes it a selling point that friendly (and human) voices will always answer the phone.¹ But, as it turns out, human friendliness can be replicated. Who would mind negotiating calendar appointments with Google Assistant ?

It鈥檚 almost certain that Google has the talent, drive, and money to continue expanding AI into human lives more naturally than ever before. If you would have told me a year ago Google Assistant would be able to book a hair appointment, and sound natural doing it, I would of had my doubts. Hopefully, these startups are not as doubtful about the progress of AI as I was.

1. When I first moved to Oregon, Ruby Receptions offered me office space during my first few weeks in town. It was very appreciated.