Microsoft has announced its personal digital assistant Cortana, which has been scheduled to debut on Windows 10 in seven countries including the U.S., UK, China, France, Italy, Germany and Spain on July 29, will be available to customers in the Windows Insider Program in Japan and Australia, and in English in Canada and India over the coming months.
Cortana will also be rolled out to Windows Insiders in Brazil and Mexico, and in French in Canada sometime later this year.
“Cortana is customized to reflect the local language, idioms and speech patterns of each country. We craft Cortana’s local personality based on insights about each culture while at the same time staying true to the foundational principles that are universal to all markets: Cortana is positive, confident, intelligent and transparent,” Microsoft’s Marcus Ash, the Group Program Manager for Cortana, said.
Redmond has confirmed that Cortana’s personality will be customized for each country meaning that it’ll get more interesting answers, different personality, and identity tailored to each market.
“Our research has shown that aspects of personality such as humor, politeness and approach to national identity resonate differently in different Cortana markets. For example, Cortana understands how highly the UK values self-deprecating humor. Dryness and irony are traits that filter subtly into her personality, and she uses playful sarcasm in her responses if she senses you’re fooling around.”
“In Italy, Cortana is proud of national identity. Cortana will use words like “our” in responses to customers, and even sings the national anthem when asked to sing a song.”
“Cortana is also aware of important cultural touchstones in each market. In France, Cortana celebrates the Cannes Film Festival. In Canada, Cortana loves hockey, and in India, Cortana celebrates cricket star and national hero Sachin Tendulkar.”
“And in Japan, a high level of politeness is valued; Cortana will bow by default.”
Cortana for Windows 10 will be made available via the Windows 10 Insider program in which users will be able to sign up and test the product ahead of a global roll out. Around five million people in each of the aforementioned countries will be able to participate in the trial program.
