The voice assistant has already spread from our phones to our PCs and homes. This proof of concept from the BBC and Microsoft shows what could be possible when the voice assistant is embedded into a service. In this case iPlayer.
Voice login and being able to select programmes through natural language queries aren't ground breaking, however the idea that the service could be permanently listening to establish who is on the room and suggest appropriate content is much more so.
Privacy and data protection concerns aside it's an interesting concept, especially given that all of what it needs to reach the market is currently available technology.