Britons Get New Alexa+ AI: Will it Be More Than an Egg Timer?

Amazon has launched Alexa+, a significant generative AI upgrade, in the UK, eight years after its initial release in the country. The service aims to enhance user interaction with millions of existing Alexa-enabled devices, moving beyond basic functions to a more personalized and understanding assistant.

Alexa+ supports natural language, eliminating the need for specific commands. It can perform complex, multi-stage tasks with a single voice command and remembers user preferences for different family members. Amazon is also integrating agentic AI capabilities, allowing Alexa+ to act on behalf of users by interacting with partner services.

The upgrade has been developed partly in Amazon's UK AI labs, though early demonstrations revealed some pronunciation and terminology issues. Alexa+ is available immediately for new Echo and Show devices, with existing device owners invited to the early access program. The service is free during this period, but a subscription fee is anticipated later.

While engagement has reportedly increased in the US, with music listening up 25% and smart home control by 50%, the reception has been mixed due to AI-related inconsistencies. Amazon emphasizes its commitment to responsible AI development, with dedicated teams building safety guardrails into the system to address potential risks and problematic interactions.