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Microsoft has posted a new video interview with Cortana team Group Program Manager Marcus Ash



From Windows Central:
The video is primarily Ash going over the design philosophy behind Cortana, things like Cortana completing certain tasks for you, letting you keep your attention on other, more important parts of your day.

Ash also talked a bit about hopes for the future, such as giving Cortana more personality. As an example, when getting sports scores, if Cortana knows what team you root for, the tone of its report will reflect if your team won or not.
  Microsoft wants to doubledown on Cortana to make it a true personal assistant