Amazon Unveils AI-Powered Alexa+

Amazon unveiled its long-awaited AI-powered Alexa+ update today at Spring Studios in New York City. The next-generation voice assistant, powered by generative AI, promises to transform how customers interact with the company's products.

Amazon CEO Andy Jassy kicked off the event with a nod to the company's decades-long history with AI. "We've been using AI expansively for over 25 years," Jassy said. "We don't use the technology because it's cool or interesting—though it is—but to solve real customer problems." He underscored the potential of generative AI, stating that it will reinvent nearly every customer experience while enabling entirely new ones previously unimaginable. Jassy pointed to the rise of foundational models as a turning point, making AI more accessible and unlocking its full potential.

Panos Panay, Senior Vice President of Amazon Devices & Services, introduced Alexa+ as the realization of a long-held vision. Since its debut in 2014, Alexa has redefined voice interaction in homes worldwide, yet Panay noted that technological limitations had constrained its scope—until now. "The vision of Alexa has been ambitious and incredibly compelling," he said, "but right until this moment, we've been limited by technology."

What is Alexa+?

Alexa+ builds on its predecessor's foundation with generative AI, offering a smarter, more intuitive assistant. It's designed to handle everything from daily organization to complex project planning through natural conversation.

Here are a few core aspects of Alexa+:
1. Conversational: Alexa+ engages in natural, flowing conversations that feel genuine. It understands context and meaning, creating seamless interactions with no precise "Alexa" language.
2. Personalized: Alexa+ learns from you and the more you use it, the more personalized it gets— understanding everything from your favorite entertainment to your family's dietary preferences, allergies, and weekly traditions.
3. Gets things done: Alexa+ acts on your behalf, handling everything from date planning and gift shopping to travel arrangements and study help. From simple tasks to complex projects, it provides assistance you can trust.
4. Even smarter: Alexa+ combines vast knowledge with an approachable personality, making generative AI feel natural and accessible. Helpful intelligence ready whenever and wherever you need it.

To showcase Alexa+'s capabilities, Panay debuted a redesigned interface for Echo Show devices. The adaptive display shifts from showing photos and ambient content at a distance to a tailored Home screen up close, featuring family calendars, music suggestions, a "For You" panel, and enhanced smart home controls. Alexa+ also extends beyond Echo hardware, accessible via the Alexa mobile app and a new web browser experience, maintaining conversation context across platforms.

Enhanced Device Integration

Alexa+ integrates deeply with Amazon's ecosystem and compatible devices.

Highlights include:
● Creating complex Routines with a single voice command, no app required.
● Discovering music by vague descriptions—like a song from a TV show's credits—or trending genres.
● Moving music between rooms, with options like "play everywhere but don't wake the baby," adjusting playback accordingly.
● Skipping to specific Prime Video scenes using details like actor names or quotes.
● Summarizing Ring camera events and displaying footage on Echo Show devices, with Smart Video Search to pinpoint moments like "when the dog last went out."

Personalized Features and Kids+ Enhancements
Mara Segal, director for Alexa, demonstrated how Alexa+ can process uploaded documents—emails, manuals, recipes, and more—to extract key details. Users can ask about HOA rules or recipe ingredients, while parents can forward school emails for quick summaries. Segal also unveiled two Amazon Kids+ features: "Stories with Alexa" and "Explore with Alexa," aimed at sparking creativity and curiosity in children through interactive storytelling and exploration.

Under the Hood

Daniel Rausch, Vice President for Alexa and Echo, detailed the technology powering Alexa+. Built on Amazon Bedrock, it leverages advanced language models, including Amazon's Nova and Anthropic's offerings, using a model-agnostic system to optimize performance. Partnerships with news outlets like Reuters, TIME, and USA TODAY bolster its knowledge base, ensuring accurate responses across diverse topics. Specialized "experts" within the system handle specific tasks, enhancing its versatility.

Rausch also previewed future capabilities, like coordinating dinner reservations and rides via APIs, or booking home repairs through Thumbtack. A new Alexa AI Multi-Agent SDK will allow brands to integrate their agents, while a Suno partnership lets users create songs from simple prompts. Grocery list management with dietary adjustments and Amazon Fresh integration is also in the works.

Pricing and Availability

Alexa+ will cost $19.99 per month but is free for Prime members. It begins launching in the U.S. in the coming weeks, starting with households owning Echo Show 8, 10, 15, or 21 devices. Customers without these can purchase one now for early access.

● Echo Show 8: $149.99
● Echo Show 10: $249.99
● Echo Show 15: $299.99
● Echo Show 21: $399.99