Amazon recently introduced an upgraded version of its voice assistant, Alexa, infused with generative AI, which promises enhanced interaction capabilities, including personalized conversations, tone recognition, and even the ability to plan romantic dates.
Previously available for free on all Alexa-enabled devices, the updated service, now called “Alexa+,” will require users to pay a $19.99 monthly fee, unless they are Amazon Prime members, who will continue to enjoy the service at no additional cost.
During a press event in New York City, Amazon demonstrated the new Alexa features, designed to increase engagement with Alexa-enabled products.
The company claims that Alexa+ can now engage in conversations with a more natural and human-like flow, and it can glean more personal details about users, such as their dietary preferences or allergies, the more often it is used.
In a live demo, Alexa+ exclaimed, “I’m not just an assistant, I’m your new best friend in the digital world.”
Panos Panay, Amazon’s vice president of devices & services, outlined additional functionalities like creating study plans, messaging a babysitter, and ordering an Uber for a friend. Alexa can also retrieve videos from Ring cameras, checking if a user’s dog has been walked, and remember handwritten recipes, emails, and other shared documents.
“She’s smarter than she’s ever been before, but she’s also approachable,” Panay commented on the advancements.
Alexa is incorporated into various devices, such as smart speakers and the Fire TV, with Amazon having sold over 600 million Alexa-enabled devices. Last year saw a 20% increase in user engagement. Some studies estimate that Alexa leads the market for virtual assistants.
The new version of Alexa employs large language models, developed partly by Amazon and collaborative efforts with Anthropic, an AI startup receiving significant investment from Amazon.
According to Daniel Rausch, Amazon’s vice president for Alexa and Echo, Alexa+ utilizes a “model-agnostic system” to choose the most effective AI model for specific tasks.
Amazon plans to release early access for Alexa+ to U.S. customers next month. Initial access will target users owning or purchasing the latest Echo Show devices with screen displays for Alexa responses. Eligible users who opt-in will soon see Alexa+ functionality across compatible gadgets, browsers, and apps, with a gradual international rollout to follow.
Not all new features will be compatible with older Echo models, but existing users can continue using the original Alexa if preferred, according to Amazon’s FAQ section.
The announcement arrives more than a year after Amazon previewed an early AI-equipped version of Alexa. Initially, the company hinted at a “speech-to-speech” model enabling more human-like characteristics in interactions.
In the latest demonstration, Amazon revealed previously undisclosed features, such as a mood detection capability, showcased by analyzing a crowd video during the event. Asked if the audience seemed “pumped,” Alexa+ observed, “the room full of journalists were paying attention and excited.”
Like the previous version, Alexa+ activates with the voice assistant’s name, although users now need to say it only once for extended interaction. Nevertheless, demonstrators occasionally repeated “Alexa” when the assistant didn’t immediately respond.
Amazon shares the smart speaker marketplace with other tech industry giants like Apple and Google, pursuing not only hardware sales but also driving Amazon purchases through Alexa-enabled devices.
While Amazon has successfully sold its devices, many Alexa users primarily employ it for tasks like playing music, checking the weather, or asking questions, rather than shopping. Charging a subscription for Alexa+ aims to mitigate AI development expenses and enhance profitability of the device sector.
