Amazon has revealed its major artificial intelligence (AI) overhaul of Alexa, touting it as a “smarter, more conversational, and more capable voice assistant.” At a launch event in New York City, Panos Panay, Amazon’s Devices & Services Senior VP, introduced Alexa+, the next-generation assistant powered by generative AI.
“Alexa+ is more conversational, smarter, personalised – and she helps you get things done,” Panay stated. “She keeps you entertained, helps you learn, keeps you organised, summarises complex topics, and can converse about virtually anything.” He added that Alexa+ can manage homes, make reservations, and help users discover new artists, along with online search and purchase capabilities and personalized suggestions. “All you have to do is ask.”
“Conversations with Alexa+ feel expansive and natural,” Panay explained. “Whether you’re speaking in half-formed thoughts, using colloquial expressions, or exploring complex ideas, Alexa+ understands what you mean, and responds like a trusted assistant.” He emphasized that the interaction feels “less like interacting with technology, and more like engaging with an insightful friend.”
Amazon listed over 50 tasks Alexa+ can handle, from full conversations and answering any question to delivering real-time news and information and remembering user details like dietary needs. While this latter feature might raise privacy concerns, the most striking announcement is that Amazon is providing Alexa+ free to all Prime members. This move potentially provides the new assistant with access to the vast Prime customer base, currently at 200 million worldwide. For non-Prime members, Alexa+ will be available at $19.99 per month.
Alexa+ is slated to launch in the U.S. in the coming weeks during an early access period, with a broader rollout in the following months. The rollout will prioritize households with Echo Show 8, 10, 15, and 21 devices, but it will also be available via the Alexa mobile app and web browser.
Enhanced Features and Integrations
Alexa+ incorporates new features like AI Agents, which offer specialist skills and cross-agent interoperability. For example, Alexa+ will be able to book a dinner reservation via OpenTable, arrange an Uber, and even send a text message with the plans. Also, should a user’s oven requires repair functionality, Alexa+ can apparently navigate the web and use Thumbtack (a US app that allows people to hire local trades) to find a repairman, arrange the repair, and notify the user. No user input is required. This is due to Amazon’s deep integration with partners through hundreds of Application Programming Interfaces (APIs) for tech and service providers like Sonos, Spotify, Ring, Dyson, Uber, Uber Eats, Huli, Samsung, Xbox, LG, Zoom, and NASA.
Amazon announced the launch of its original Alexa in 2014 and invested heavily in its development, at one point dedicating 5,000 employees to Alexa and Echo devices. But Amazon’s management reportedly became frustrated when it was suggested that just about every plan to monetise the old Alexa had failed, with one former employee branding Alexa “a colossal failure of imagination,” and “a wasted opportunity.” It remains to be seen whether Alexa+ can change this perception.
