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Amazon's Alexa finally got its generative AI upgrade

Feb 26, 2025 - qz.com
Amazon has announced an update to its virtual assistant, Alexa, now branded as Alexa Plus, which incorporates generative artificial intelligence. This upgrade allows Alexa Plus to assist users with tasks such as grocery shopping and sending event invites, and it can also memorize personal details like eating habits. The service will be free for Amazon Prime subscribers and available for $19.99 per month for non-Prime members. It will be accessible on nearly all Alexa devices starting next month. Amazon's senior vice president, Panos Panay, highlighted the transformative impact of large language models on AI, emphasizing their role in reshaping technology.

Despite previous reports of challenges in developing the AI-powered Alexa, Amazon has continued to invest in enhancing its capabilities. The company has been working on rearchitecting Alexa's "brain" using next-generation foundation models. While former employees claimed that the project lacked sufficient data and resources, Amazon refuted these claims, stating that its AI team had access to necessary chips, including in-house Trainium and Nvidia's chips. The company remains committed to advancing Alexa's functionality, aligning with its broader focus on generative AI for Amazon Web Services.

Key takeaways:

  • Amazon's Alexa has received a generative AI update, introducing new capabilities like grocery shopping assistance and event invite management.
  • The Alexa Plus service will be free for Amazon Prime subscribers and available for $19.99 per month for non-Prime members.
  • Amazon is rearchitecting Alexa's brain with next-generation foundation models to enhance its virtual assistant capabilities.
  • Despite previous challenges, Amazon has access to necessary data and chips to support its AI efforts, including in-house Trainium chips and Nvidia's chips.
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