Amazon recently announced a new version of its voice assistant, Alexa, which now incorporates generative AI technology. During a media event in New York City, the company introduced “Alexa+,” a more advanced assistant that boasts enhanced conversational abilities and the capability to adapt to users’ preferences, including understanding dietary habits and allergies.
In a shift from previous offerings, customers will need to pay a monthly subscription of $19.99 for Alexa+. However, Prime members can access this upgraded version at no additional cost, which highlights Amazon’s strategy to encourage Prime subscriptions.
Panos Panay, Amazon’s vice president for devices and services, emphasized that Alexa+ isn’t just a tool for managing tasks; it positions itself as a friendly companion in the digital space. New features include creating study plans, sending messages to babysitters, summoning rides, and accessing video feeds from Ring cameras to check on pets, among others. This evolution in functionality aims to drive more engagement with Alexa-enabled devices.
Amazon has sold over 600 million devices equipped with Alexa since its debut in 2014, and the company reports that user engagement has seen a 20% increase in the past year. With Alexa now utilizing advanced language models, including those developed by Amazon and other partners, Alexa+ can choose the best AI options for various tasks.
Starting next month, users in the U.S. who own the latest Echo Show devices will get early access to Alexa+. This rollout will extend to more devices and international markets in phases. Older Echo models will not support the new features, but users can continue with the original Alexa if they prefer.
The launch of Alexa+ comes more than a year after Amazon first teased AI capabilities for its assistant. One feature showcased was its ability to gauge the mood of a room, demonstrating how technology continues to evolve in creating more lifelike interactions.
Although Amazon continues to face competition in the smart speaker market from Apple and Google, the company aims to not only sell devices but also enhance their utility in everyday tasks. The introduction of a subscription model for Alexa+ may help cover costs related to AI development and ensure a more profitable operation moving forward.
