Amazon has launched Alexa+, a generative AI upgrade for its voice assistant, in the UK, aiming to revive flagging smart speaker sales and re-engage users. The upgrade, which debuted in the US last year, is now available for new Echo and Show devices, with an invite system for existing ones.
Daniel Rausch, Amazon’s head of Alexa and Echo, said the assistant can now understand natural speech and remember users’ preferences. “We’ve eliminated the need for that Alexa-speak, such as ‘turn on bedroom lamp two’,” he said. Alexa+ can perform complex multi-step commands and integrate with partner services to order takeaways or book restaurants.
However, early demos showed issues with pronunciation, such as saying “zero” instead of “nil” for football scores. The upgrade is free during early access, but may later cost £19.99 a month or be bundled with Amazon Prime. US reception has been mixed, with complaints of inconsistency and fabrication.
Rausch said engagement has risen, with a 25% increase in music listening and 50% increase in smart home control. He emphasised safety measures, stating, “We intentionally build guard rails into a product from the beginning.” The UK, Amazon’s most engaged market, presents challenges with over 40 accents.
