Dynamic configuration and reconfiguration of Voice Control Assistants (VCAs) for Customer Premise Equipment (CPE) devices is provided via a Graphical User Interface (GUI). GUI is presented to provide a list of one or more voice control assistants (VCAs) supported by a CPE device. A selection of a VCA is received from the list of the one or more VCAs presented by the GUI. A configuration interface for the VCA selected from the list of the one or more VCAs from the list of the one or more VCAs is presented on the GUI. Configuration input on the configuration interface of the GUI is received to generate configuration data for the VCA selected from the list of the one or more VCAs. The configuration data is provided to the CPE for implementing the VCA selected from the list of the one or more VCAs according to the configuration data.