Las Vegas (CNN Business) Forget the headless cat robots, vertical TVs and automated trash cans. The hottest product at this year's CES technology conference may just be privacy.

Several of the biggest tech companies attending the closely watched trade show in Las Vegas this week are putting a special emphasis on user privacy, following years of mounting scrutiny from regulators and consumers over the industry's handling of personal data.

Google GOOGL For example, users can tell Google Assistant to forget what it just heard if it was activated accidentally by using the new command: "Hey Google, that wasn't for you." Users can also ask "Hey Google, are you saving my audio data?" to learn more about their privacy options and change their settings. The company also gives users the option to delete data using their voice by saying: "Hey Google, delete everything I said to you this week." announced on Tuesday that it has added two new voice commands for people to better control their privacy when using its voice assistant.For example, users can tell Google Assistant to forget what it just heard if it was activated accidentally by using the new command: "Hey Google, that wasn't for you." Users can also ask "Hey Google, are you saving my audio data?" to learn more about their privacy options and change their settings. The company also gives users the option to delete data using their voice by saying: "Hey Google, delete everything I said to you this week."

Facebook FB On Monday,announced a new version of its "Privacy Checkup" tool with the goal of walking users through their key privacy settings. Facebook says the updated tool will help users control who can see what they share, how their information is used and how they can boost their account security. Previously, the tool was focused on showing users who could see their posts, their profile information and connected apps.

Amazon AMZN that allows users to opt out of requests from local police for video. It comes in the wake of Ring, the home security and video doorbell company owned by, announced an update to its app on Mondaythat allows users to opt out of requests from local police for video. It comes in the wake of criticism of its partnerships with law enforcement.

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