Amazon said this week at an event unveiling the next generation Echo device that it has the equivalent of a small town of people -- more than 5,000 -- working on the company's digital assistant, Alexa. From a report: And Amazon's not even at full capacity when it comes to Alexa. The company's job site shows close to 1,100 open positions on a variety of Alexa-focused teams. Voice-activated assistants appear to be the Next Big Thing in the tech world, and Amazon is competing with a who's who of tech giants, including Apple, Microsoft, Google and more. Interestingly, Amazon and Microsoft recently formed a pact that will see the two company's digital assistants gain the ability to talk to one another.