In this work project we present the case study of Google and the voice assistant market as well as an analysis of the case. In the first section we investigate the evolution of the voice assistant market, with particular attention to Google and its main competitors, Amazon, and Apple. Based on existing literature, in the second part we focus on the smart speakers’ market, where Google plays a leading role. The analysis highlights the limitations of Google’s business model in such a market, providing arguments for which it is reasonable to think that Google should cannibalize its business model in order not to be doomed to fail.