Amazon is launching Alexa+, a significant upgrade to its virtual assistant, leveraging generative artificial intelligence to enhance personalization and utility. Set to roll out next month for $19.99 per month or included with Prime membership, Alexa+ will improve how users interact with the assistant for tasks like booking tickets and suggesting meals. This overhaul aims to reposition Alexa in the competitive landscape, especially as its market share has waned against other virtual assistants. The changes signify Amazon's commitment to advancing consumer AI, enhancing personalized experiences significantly beyond its former capabilities.
Until right this moment, right this moment, we have been limited by the technology, Panos Panay, the head of Amazon's devices, said at a media event.
While the Seattle-based company has in recent months made up for lost time in A.I. products and services that it sells to businesses and other organizations, its grip on consumer A.I. products has been narrower.
Alexa's upgrades, which were first teased in 2023, are Amazon's biggest bet on becoming a force in consumer A.I.
The moves are also an opportunity to reboot Alexa, which has been perceived as having fallen behind other virtual assistants.
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