The big IFA show is set start over in Berlin, and like CES earlier this year, Google is making a big push there for its Google Assistant, working overtime to get its voice assistant embedded into, well, everything. News about Google integrations are rolling in as both GE Appliances and Electrolux today both announced expanded capabilities with Google Assistant.

First up, GE Appliances, a Haier company, said today that its suite of appliances will work directly with Google Assistant. Previously, GE Appliances required the use of Geneva Home Action in order to talk to Google, so you’d have to say “Google, ask Geneva Home to preheat the oven.” With the new, deeper integration, users can skip the Geneva step and just say “Google, preheat the oven.”

Elsewhere, Swedish appliance giant, Electrolux announced it is expanding its Google Assistant integration. Elextrolux will be adding Google Assistant voice control to its kitchen products in Europe, starting with a smart oven in 2019. Previously, Electrolux had added Google Assitant integration in the U.S. under its Fridgedaire and Anova lines.

Google is currently locked in a battle with Amazon and its Alexa assistant for dominance in the emerging voice control market. While Alexa had a head start and lined up numerous appliance integrations early on, Google has been making headway over the past year. Earlier this year LG announced that its SmartThinq line of connected appliances would work with both smart assistant platforms.

Google’s expanded presence is good because it gives consumers more flexibility when shopping for a new appliance. People shouldn’t have their choice of smart assistant determine what refrigerator they buy.

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