Computer manufacturers are unveiling the first big batch of devices running Windows 10 at the IFA home electronics show opening in Berlin on Friday.
Microsoft's new Windows 10 system offers more personalization than before, but it also collects more data than people might be used to on PCs, from contacts and appointments to their physical location and even Wi-Fi passwords.
Facebook on Wednesday began testing a Messenger app virtual assistant that the leading social network said goes beyond artificial intelligence programs already on the market.
Microsoft said Wednesday that Windows 10 has spread to more than 75 million devices since the new operating system was released less than a month ago.
Microsoft said Monday its Cortana virtual assistant software was available to users of Android mobile devices.
During the 2000s, Apple ran a hugely successful advertising campaign for its line of Macintosh desktop computers. The ads poked fun at some of the perceived bugbears of the Windows-based PCs of the era compared to the Mac.
Windows 10, the latest version of Microsoft's operating system, upholds the adage about the company's flagship product - every other release is good.
This was a week where old technology reappeared, refreshed for another try at getting it right this time around.
Some 14 million people installed the Windows 10 operating system in the first 24 hours following its release, Microsoft said, calling the response "overwhelmingly positive."