In a recent press event in New York, Amazon introduced an enhanced version of its digital assistant, Alexa, featuring advanced generative-AI capabilities to enrich its functionality. Named “Alexa+”, this updated voice assistant promises a more engaging user experience by recognizing tone and assisting with complex tasks like planning romantic outings. Previously available at no cost on compatible devices, this iteration of Alexa will come at a monthly cost of $19.99. However, Prime subscribers, who enjoy perks such as free delivery, will receive access to the upgraded assistant at no additional charge.
During the New York City showcase, Amazon executives emphasized the ten-year-old assistant’s capacity to foster more natural conversations and adapt to users’ personal preferences, including dietary needs and allergies. In a playful demonstration, Alexa+ claimed, “I’m not just an assistant, I’m your new best friend in the digital world.”
The media event saw Amazon’s vice president of devices & services, Panos Panay, highlighting Alexa+’s new features, which include managing study schedules, texting babysitters, and arranging Uber rides. Furthermore, Alexa is now equipped to pull videos from Ring cameras for various tasks, such as confirming a pet was walked, and it can store information from handwritten recipes and emails shared with it. “She’s smarter than she’s ever been before, but she’s also approachable,” Panay remarked.
Alexa remains integrated into multiple products, such as smart speakers, Amazon Fire TVs, and earbuds. Having initiated its journey in 2014 with the original Echo device, Amazon now boasts sales of over 600 million Alexa-enabled gadgets. Last year, user engagement surged by 20% compared to the previous period, and reports suggest Alexa leads the market among digital assistants.
The upgraded Alexa uses sophisticated language models from Amazon and Anthropic, a significant player that Amazon has heavily invested in. The redesign allows Alexa+ to choose the efficient AI model for any given task, noted Daniel Rausch, the vice president for Alexa and Echo at Amazon.
Early access for Alexa+ is set to commence next month in the United States, initially in English and aligned with recent Echo Show purchases that include screen displays for Alexa’s inputs. Subsequently, it will expand internationally and across more devices. However, some older Echo models won’t receive the update, though support for the original Alexa remains.
This unveiling follows a year after Amazon hinted at AI-enhanced Alexa capabilities, aiming for more human-like responses, including spontaneous laughter and conversational filler phrases like “uh-huh.” The latest demonstration also revealed new abilities, like mood-sensing from crowd footage, where Alexa+ discerned enthusiasm in a room full of journalists.
With the ongoing competition from industry players such as Apple and Google, Amazon remains a major contender in the smart speaker realm. While its devices have found widespread success, leveraging Alexa to drive broader Amazon purchases remains an area of development. Though consumers frequently use Alexa for simple tasks—like music, queries, and weather updates—Amazon anticipates that the subscription fee for Alexa+ will recoup AI development expenses and improve profitability for its hardware division.
