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Inside the heaving halls of the Las Vegas convention centre, which run thick with the smell of tired feet and one too many late nights spent at a roulette table, a familiar voice can be heard. In any booth, whether it’s LG’s sprawling temple to tech or one of the tiny makeshift stands from CES‘ smaller attendees, Amazon’s Alexa is ever present, taking commands from smart alec tech press desperate to spot a crack in her capabilities.

If, as its organisers would have you believe, CES remains the great predictor of tech trends for the year, then 2017 is when Amazon’s AI aide goes from humble home assistant to all-encompassing presence built into every gadget we own. From fridges, to cars, to smartwatches, and even robots, Alexa has quickly become the voice assistant du jour. For an online retailer with a spotty track record in tech (see: the Amazon Fire Phone), it’s an impressive and surprising achievement.

How useful Alexa will ultimately be inside the numerous devices she’s been unceremoniously shoved into remains to be seen. But as someone that’s very much on-board with Amazon’s assistant (every room in my house has an Echo or Dot that controls the lights, TV, and heating), I can see the benefits. LG’s new smart fridge, for instance, is an ideal home for Alexa. Fridges are always on, have a natural spot in one of the busiest rooms in the home, and—if you subscribe to Amazon Fresh at least—you can place an order the moment you discover month-old milk hiding at the back.