Amazon has officially launched Alexa+, an upgraded version of its voice-activated assistant, making it available to all customers across the United States. This more complex iteration of Alexa takes advantage of generative AI technology. In doing so, it massively opens up the assistant’s potential that goes so far beyond simple list management.
Alexa+ builds on a combination of Amazon’s own homegrown foundation models as well as others built by competitors. In doing so, it ensures that it stays model-agnostic. This allows the assistant to determine the best AI technology for each task at hand, enhancing user experiences and engagement. Customers should now expect Alexa+ to be able to tackle more complex tasks. It can make dinner reservations and summon rides via Uber and Ticketmaster.
The vocal new assistant has definitely turned heads. Its U.S.-based recipe feature has experienced a fivefold increase in engagement since the upgrade. Total music streaming through Alexa has increased a remarkable 25%. That’s a clear indication that users are jumping in and adopting these features and building them into their everyday lives.
During its year-long beta testing phase, Amazon offered customers the choice to either try Alexa+ or revert to the standard version. People seem to be digging it so far. Very few users have chosen to opt out of the new version of the site — just a small single digit percentage, we hear. A few of our beta testers expressed disappointment with regard to the assistant’s lack of interactivity. We heard concern about it being too chattier or cutting in at awkward moments.
“Eventually, we had her use her new version of her old voice, and then switch back again, just to show customers,” – Daniel Rausch, Amazon’s Vice President of Smart Home Devices.
Alexa+ As Amazon’s new device ecosystem grows, so does their understanding of using technology to create an amazing experience. Multiple integrations with popular services—such as Thumbtack, Angi, Expedia, Square, Yelp, Fodor’s, OpenTable, and Suno—allow Alexa+ to tackle more sophisticated tasks than ever before. Real-world use cases This versatility makes Alexa+ a killer tool for everyday users looking to add convenience and efficiency into their daily lives.
Customers will be able to experience the power of Alexa+ across a wide range of devices. It works across Echo devices, FireTV, and the Alexa mobile application. For anyone who isn’t an Amazon Prime member, there’s a standalone subscription option—$19.99 per month.
“I think we’ve got some great, generous limits. We’re not talking about exactly what they are today, but…there are some limits,” – Daniel Rausch.
Just like everyone else, Amazon is rolling out its AI initiatives with great speed. The company is clearly focused on improving the Alexa+ experience, drawing from customer feedback as ever. Even so, the assistant is always getting better and more flexible. This continues to illustrate Amazon’s focus on providing the best, most advanced voice assistant that evolves and adapts to the ongoing needs of its customers.