Amazon is introducing a significant overhaul to its virtual assistant, Alexa, integrating generative artificial intelligence in an effort to bring the device new capabilities. The updated version, named Alexa+, aims to provide Amazon’s device with greater conversational skills and utility in a variety of tasks, including planning entertainment, scheduling, and recommending meal options.
Alexa+ will be priced at $19.99 per month, or offered at no additional cost to Amazon Prime subscribers, who pay $14.99 monthly. The new service is set to roll out next month.
“Until right this moment, right this moment, we have been limited by the technology,” stated Panos Panay, the head of Amazon’s devices, at a media event. “Alexa+ is that trusted assistant that can help you conduct your life and your home.”
This update represents Amazon’s wider push to catch up in the generative AI sphere, particularly for consumer-facing applications. While the company has seen progress in AI products and services targeted at businesses and other organizations, it seeks to reinforce its position in the consumer market. The upgrades to Alexa, initially previewed in 2023, represent Amazon’s most significant push to regain its position in the consumer AI market.
The move is also seen as an opportunity to revitalize Alexa, which has been perceived as losing ground to other competing voice assistants. In recent years, Alexa’s growth in the United States has largely plateaued.
At the presentation, Panay and other Amazon executives showcased Alexa+’s enhanced capabilities, including its potential to personalize experiences by recognizing individual users and learning their preferences, such as favorite sports teams, music, and food choices. They illustrated how a device using Alexa+ could suggest restaurants, make reservations through OpenTable, arrange for an Uber ride, and send calendar invitations.
