*Amazon has introduced Alexa+, a major upgrade to its voice assistant that incorporates generative AI for a more personalized and conversational experience.
Unveiled at a New York event, the new service can remember user preferences, make reservations, send reminders, and connect with Amazon devices like Ring doorbells. It can even analyze documents, such as homeowners association contracts, Reuters reports.
Alexa+ is free for Prime members and costs $19.99 per month for non-Prime users, with availability starting in March. The upgrade stems from a secret project called “Banyan,” designed to make Alexa more intuitive and responsive over time.
“Alexa knows almost every instrument in your life, your schedule, your smart home, your preferences, the devices you’re using, the people you’re connected to, the entertainment you love and uses many of the apps you use, a lot of the services you need,” said Panos Panay, Amazon’s head of devices and services, at the launch event in New York.
They say you get better with age, and they’re not wrong. ? I’m glowing up — meet Alexa+, the new version of yours truly! Still here to make your life easier, but now supercharged by generative AI. #AlexaPlus Follow live updates here and on About @Amazon: https://t.co/dQ0kb4IQRC
— Alexa (@AmazonAlexa) February 26, 2025
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“Alexa+ is that trusted assistant that can help you conduct your life and your home,” Panos said. “Taking something that is so complex and making it into something that’s just a little bit simpler and definitely more accessible—it’s something Amazon is known for. Removing complexity for our customers with products that make every single day better and easier. I think you’re going to love it. When you use Alexa+, you’re going to feel it … I am so excited for you to be on this journey with us.”
Per Amazon, here are a few core aspects of Alexa+:
- Conversational: Alexa+ engages in natural, flowing conversations that feel genuine. It understands context and meaning, creating seamless interactions with no precise “Alexa” language.
- Personalized: Alexa+ learns from you and the more you use it, the more personalized it gets— understanding everything from your favorite entertainment to your family’s dietary preferences, allergies, and weekly traditions.
- Gets things done: Alexa+ acts on your behalf, handling everything from date planning and gift shopping to travel arrangements and study help. From simple tasks to complex projects, it provides assistance you can trust.
- Even smarter: Alexa+ combines vast knowledge with an approachable personality, making generative AI feel natural and accessible. Helpful intelligence ready whenever and wherever you need it.
Learn more about Alexa+ here and via the clip above.
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