Amazon has launched Alexa+, a generative AI upgrade to its voice assistant, in the UK, hoping to reinvigorate user engagement with the device. 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.
The UK is Amazon's most engaged market, but the assistant must contend with over 40 accents across Britain and Ireland. Daniel Rausch, Amazon's head of Alexa and Echo, said the company has eliminated the need for stilted commands, allowing users to speak naturally. Alexa+ can perform complex multi-stage actions, such as turning off lights, adjusting the thermostat, and locking doors in one command.
The upgrade is free during early access, but Amazon may later charge £19.99 a month or bundle it with Prime. In the US, reception has been mixed, with critics noting inconsistency and fabrication. However, Rausch reported a 25% increase in music listening and a 50% increase in smart home control among early users.
Amazon also plans to integrate agentic AI, enabling Alexa+ to order takeaways, book restaurants, or buy gifts from Amazon. However, the assistant struggled in demos, mispronouncing football player names and using 'zero' instead of 'nil' for scores. Rausch emphasised that Amazon has built guardrails to prevent problematic responses, with a dedicated Responsible AI team.
