Amazon Unveils Alexa+ With AI Overhaul and Subscription Model
- tech360.tv
- Feb 27, 2025
- 2 min read
Amazon has introduced Alexa+, a major upgrade to its voice assistant, integrating generative artificial intelligence for enhanced functionality.
The announcement was made on Wednesday at a launch event in New York. Panos Panay, Amazon's head of devices and services, highlighted Alexa's ability to manage schedules, smart home devices, and user preferences.
Alexa+ will be free for Amazon Prime members, while non-Prime users will pay USD 19.99 per month. The service will be available to select users in March, with a gradual rollout to more customers.
Amazon had considered pricing Alexa+ at USD 5 or USD 10 per month for all users without a Prime membership requirement.
Panay demonstrated Alexa+'s ability to store user preferences, such as dietary restrictions, and assist with tasks like making dinner reservations and sending reminders. The service can also connect with Amazon products like Ring doorbells to display camera recordings.
Mara Segal, Alexa director, said the assistant can review documents, such as homeowners association contracts, to provide relevant information.
The upgrade is part of a secret project known internally as "Banyan," aimed at making Alexa more conversational. The AI-powered assistant will now be able to handle multiple prompts in sequence and take actions on behalf of users without direct input.
Amazon executives showcased Alexa+'s capabilities in food ordering, smart home integration, and video streaming. However, media attendees were not allowed to test the service. Some employees had previously reported occasional delays and incorrect responses from the AI.
Amazon's Alexa, launched in 2014, helped popularise voice assistants but has seen a decline in usage due to a lack of significant updates. Competitors like Apple and Google have already integrated AI into their voice assistants, with Apple Intelligence enhancing Siri and Google incorporating its AI chatbot Gemini.
Amazon has stated that Alexa+ will use the best AI model available for each task through Bedrock, its AI service platform. Daniel Rausch, vice president of Alexa and Echo, confirmed that AI startup Anthropic's Claude model is a key component of Alexa+. Amazon has invested USD 8 billion in Anthropic.
Amazon shares rose 1.7% to USD 216.45 following the announcement.
Amazon introduced Alexa+, an AI-enhanced voice assistant, at a New York event.
Alexa+ is free for Prime members and costs USD 19.99 per month for non-Prime users.
The service will launch in March for select users, with a wider rollout planned.
Source: REUTERS
