I wonder if these "SmartAssistant" programmers ever actually had a human personal assistant. For most of what you need them to do, you don't even ask them to do it, they just know you and do it. An actually good computerized SmartAssistant would know that it's been a year, so it's time to book my physical with my doctor. It would have contacted the doctor's office for me, checked my calendar, scheduled the appointment, and then proactively reminded me a few days in advance. I shouldn't have to say "Hey, Assistant: Please schedule a physical for Doctor X at Clinic Y on July 1 of this year." (by the way SmartAssistants can't even currently do that).
The voice interaction should only be for exceptional cases: "Hey, Assistant: My trip to the Paris office needs to be delayed by one week." The assistant should then go and re-book flights, hotels, and rental cars, and then when finished, merely say "Done."
Until they can do this, tech companies might as well stop bothering releasing incremental crap products that can barely understand a task I'd expect a 4 year-old to be able to do.
But, especially if it's my money on a trip I want at least some "me" time, I probably want to take at least a cursory look at flight and hotel options and lots of other details.
The point is "Alexa play music" is a huge distance away from what the product should be.
Modern ML and embeddings models are the discontinuity that was needed to get from "massively complex hack that can't scale" to "even more complex but principled approach that scales pretty well".