And the first rabbit out of the hat is.... Google Assistant, a virtual helper that looks like a much more advanced version of Google Now.
Described as 'conversational' by CEO Sundar Pichai, it appears to interact with you almost like a friend via text message. You can ask it complex questions and even follow up on those, and Assistant will keep up with you.
For instance, you can ask what's on in the cinemas, and then use Google Assistant to find venues near you and more child-friendly titles if you fancy taking the entire family. What's more, it can instantly book tickets for you too. In short, it looks damn slick.
"We want users to have an ongoing two-way dialogue,” said Pichai, who promised that it'll be available on phones, wearables, cars and in the home. Maybe one day it'll be able to chill out with Siri, Alexa and Cortana.