Amazon has focused on integrating generative AI into its Alexa assistant for several years, announcing significant advancements at a February 2025 event where it introduced Alexa+. After delays for Alexa 2.0, CEO Andy Jassy highlighted how generative AI has made the technology more accessible. The event marked Panos Panay's debut in the Devices and Services division, showcasing new features for Alexa and emphasizing the evolution of the assistant and its transformative generative AI capabilities.
"Up until a couple of years ago, it was pretty difficult to invent with AI, and that changed with the arrival of foundational models and generative AI. This made the technology much more accessible, so people can see the power and magic of what generative AI can do," Amazon CEO Andy Jassy said.
The event, which took place on Feb. 26 in New York City, was Panos Panay's first since joining the Devices and Services division after his Microsoft exit. In addition to new Alexa features, Amazon also made other announcements.
Giving Alexa the power of generative AI was already expected to be the star announcement from Amazon -- and it was. During the last Devices and Services event in 2023, Amazon announced a gen AI-powered 'Alexa+' or Alexa Plus and a new user interface coming to an Echo device near you, and the company is now making it more real than ever before.
Panay likened the evolution of Alexa and its obstacle-ridden road toward generative AI to a symphony warming up before a concert and how the conductor raises the baton to transform "disconnected sounds into a masterpiece."
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