Amazon announces AI-powered Alexa Plus

Amazon is finally launching the long-awaited generative AI version of Alexa — Alexa Plus — that, if all goes well, will take away much of the friction that comes with talking to a speaker to control your smart home or getting info on the fly.

Some of the new abilities coming to Alexa Plus include the ability to do things for you — you’ll be able to ask it to order groceries for you or send event invites to your friends. Amazon says it will also be able to memorize personal details like your diet and movie preferences.

Alexa Plus is $19.99 per month on its own or free for Amazon Prime members — a better deal, considering Prime costs just $14.99 per month or $139 per year. That comes with access to the Alexa website, where the company said you can do “longform work.” Amazon also said it created a new Alexa app to go with the new assistant. Alexa Plus will work on “almost every” Alexa device released so far, starting with the Echo Show 8, 10, 15, and 21. The new system will be free for anyone in early access, which will start rolling out next month.

Alexa Plus will also be able to carry on conversations from uttering its wake word, which is still just “Alexa.” It also has vision capabilities and can take pictures and analyze images. Amazon demoed other abilities, such as Alexa prompting you to tell you about concert ticket availability and being able to tell you about local businesses (referencing Yelp to do so) and book dinner reservations. The company says it can read a study guide and test you on the answers, as well as research trips and create itineraries.

Like before, you can still control smart home devices, with Amazon calling out things like smart home cameras and lights, but the company says it can create routines on your behalf as well. You’ll also be able to use Alexa Plus for music, with the ability to find songs based on relatively vague descriptions. The company also said you can ask Alexa to jump to a specific scene in a movie, though that took a couple of tries in the demo.

A lot of what Amazon showed off was clearly well beyond what you can do with the older version of Alexa. In one part of the demo, Amazon SVP of devices and services Panos Panay asked Alexa if anyone had walked the dog recently, and it referenced smart home cameras to respond that, yes, someone had.

Amazon’s director of Alexa, Mara Segal, demonstrated that you’ll be able to share documents with Alexa — such as handwritten notes and recipes, emails, instruction manuals, and pictures — that it can reference later. For instance, Segal asked Alexa to read a housing association document and analyze its rules regarding solar panels. She also asked it for a readout of a SXSW schedule.

Segal demonstrated how Alexa Plus can take action when prompted, like telling her about a kids’ soccer schedule and adding calendar details and reminders based on it, all using fairly casual, natural language in an ongoing conversation.

A lot of the demonstrated Alexa Plus features were visual, meaning that the dashboard and UI on touchscreen Echo devices have had a facelift. There are new customizable widgets on the homescreen that can be moved to a second page and a whole new widget specifically for controlling connected smart home devices.

When you speak with the new Alexa Plus on Echo devices with a display, you’ll also see a fluctuating blue bar at the bottom of the interface. Panay said this “is Alexa” and that the little animations and icons it displays are called “Alexicons,” which are used to visually express a sense of personality.

The company showed off some familiar LLM greatest hits — you can get Alexa Plus to make up stories for you, and it seems to be able to generate AI art as well.

Amazon said Alexa Plus is a model-agnostic system, using its own Amazon Nova model, as well as those from companies like Anthropic. It will choose the best model for the task at hand, according to the company.

Amazon also listed a number of partners from which Alexa Plus draws data to understand and analyze financial markets, sports, and more. Some of the partners include The Associated Press, Politico, The Washington Post, and Reuters.

The company demonstrated that by having Alexa answer questions about the Boston Red Sox and asking Alexa to track ticket availability over time. Alexa Plus will apparently also be able to buy those tickets for you. The company says these are day-one capabilities powered by hundreds of models it calls “experts.”

Amazon said its LLM experts can also do things for services from firms like Uber Eats, Sonos, Wyze, Zoom, Xbox, Plex, Dyson, Bose, Grubhub, Levoit, and Ticketmaster. It also noted some of the Alexa Plus features will be available on the web through Alexa.com.

The company is also partnering with AI song generator Suno to allow Alexa Plus to create songs on the fly from a prompt, with the company demonstrating an AI-made country song about a bodega cat.

Amazon first announced it was going to “supercharge” Alexa with AI in September 2023. Back then, the company made a lot of big claims, saying that Alexa would understand context or build automated routines for you — you needed only ask. But by the following June, around when Apple announced its own Siri AI upgrade, reports emerged that the company was struggling to realize its efforts and that some employees were leaving because they didn’t think this version of Alexa would ever work.

The devices team at Amazon also saw a major executive shakeup in the interim, with longtime leader Dave Limp being replaced by Panay, who’d come over from running Microsoft’s Surface lineup.

Now that its AI Alexa is here, Amazon is entering a world very different from the one Alexa was born into back in 2014. It will compete with a crowded field of AI-powered digital assistants like the way-ahead Google Gemini, the category-defining ChatGPT, and Apple’s reportedly also-struggling upgraded Siri. But with some very limited exceptions, those chatbots aren’t on smart speakers yet, and that may be Amazon’s opportunity. Its speakers could bring an AI chatbot to a lot of people a lot faster than competitors. Amazon just needs to finish getting it out the door.