Amazon's virtual assistant Alexa is emerging as one of the big winners at this year's Consumer Electronics Show, cropping up in TVs, cars, fridges — you name it — in what may signal a breakthrough moment for the smart technology. Alexa's voice-activated artificial intelligence tool was everywhere at the annual tech gathering in Las Vegas — a closely-watched testbed for the latest industry trends — even though Amazon was not officially taking part. Tech giants Apple, Samsung, Google and Microsoft are all vying to develop the most sophisticated connected assistant — but the dominance of Alexa at CES 2017 suggests Amazon is winning the race.