Amazon is set to elevate its long-standing Alexa voice assistant with advanced generative artificial intelligence capabilities and is considering implementing a monthly subscription fee to cover the costs of this technology, sources familiar with Amazon’s plans revealed.
The Seattle-based tech giant aims to debut a revamped, more conversational version of Alexa later this year, potentially positioning it to better compete with emerging generative AI-powered chatbots from industry rivals like Google and OpenAI. However, specifics regarding the subscription pricing for Alexa have yet to be finalized, according to one source.
While Amazon declined to comment on its plans for Alexa, recent advancements in artificial intelligence have raised concerns that Alexa’s capabilities may appear outdated compared to newer technologies. For instance, OpenAI’s recent announcement of GPT-4o, capable of more in-depth two-way conversations and real-time language translation, poses a notable challenge to Alexa’s current functionality.
The emergence of these advanced AI chatbots has reportedly increased internal pressure on the division responsible for Alexa, once a pet project of Amazon’s founder, Jeff Bezos. Sources indicate that Bezos’ departure and the subsequent leadership transition to Andy Jassy in 2021 have shifted priorities within Amazon, with Alexa receiving less focus under Jassy’s leadership.
Jassy’s private dissatisfaction with Alexa’s capabilities, particularly in comparison to his expectations, has led to internal reevaluation within the Alexa team. Previously seen as an innovative breakthrough, concerns have arisen that Alexa may be perceived as merely a costly utility for basic tasks, such as setting alarms and playing music.
Despite these challenges, Amazon remains committed to advancing Alexa’s capabilities. In a recent shareholder letter, Jassy highlighted the ongoing development of “GenAI applications” across Amazon’s consumer businesses, promising an “even more intelligent and capable Alexa” in the future.
