Amazon has announced the launch of a premium subscription service for its voice assistant, Alexa, to integrate generative artificial intelligence technology. The move comes as Amazon aims to revamp Alexa to keep up with advancements in AI technology and to compete with the likes of OpenAI’s GPT-40 and Google’s speech function for Gemini.
According to sources familiar with Amazon’s plans, the company is considering implementing a monthly membership fee to cover the costs of the technology upgrade. This development follows the unveiling of OpenAI’s new GPT-40, capable of holding in-depth, two-way conversations and translating talks into multiple languages instantly. The enhanced capabilities of new AI chatbots have put pressure on Amazon’s internal division, which was previously a favorite of the company’s founder, Jeff Bezos.
The changes within the Alexa team began in 2021 when Andy Jassy took over as CEO, with sources claiming that Jassy expressed dissatisfaction with the current capabilities of Alexa. The aim now is to make Alexa a more intelligent and competitive voice assistant by investing in advanced AI features. With over 500 million Alexa-enabled devices sold by Amazon, the company is looking to maintain its market position by offering users a more interactive and innovative experience through the integration of generative AI technology.
