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Amazon is said to be finally getting ready to launch its long-awaited, upgraded Alexa with generative AI. According to Reuters, the company has scheduled a press event for February 26 to give a sneak peek at the new assistant. Amazon has only sent out press invites, and a spokesperson confirmed that Alexa will be the main focus of the event.
If Google’s Gemini and ChatGPT Voice are anything to go by, this new Alexa should feel way more natural in conversations. It’s expected to be much better at understanding context, handling multiple commands at once, and even acting on your behalf as an “agent.”
Right on schedule. Will we see the new Amazon Nova powered Alexa on February 26th? https://t.co/0QdqdlqHId pic.twitter.com/5Cv04OD9fI
— Steve Moser (@SteveMoser) February 5, 2025
Insiders say Amazon is tapping into Anthropic’s AI technology to power the new Alexa experience. Speculation about Amazon using Claude AI to enhance Alexa first surfaced back in October 2024. The assistant is also expected to remember user preferences, making it better at offering personalized recommendations.
How do I access Alexa’s new generative AI feature?
The new AI-powered Alexa will first be available to a limited group of users for free. It’ll run on existing Amazon devices that already support Alexa, so there’s no need for any hardware upgrades.
The ecommerce giant is reportedly thinking about charging a monthly subscription fee of $5 to $10 for its new AI-powered Alexa down the line. However, it looks like the company plans to keep “Classic Alexa” as a free option for those who don’t want to pay. That said, the older version probably won’t get any new feature updates.
Nothing is set in stone yet, though. Amazon is scheduled to hold a “Go/No-go” meeting on February 14 to decide whether the AI-powered Alexa is ready for launch, based on its performance and overall readiness.
Amazon is betting that the new, more conversational Alexa can turn some of its hundreds of millions of users into paying subscribers. The goal is to finally make Alexa a profitable business after years of running at a loss.
ReadWrite has reached out to Amazon for comment.
Featured image: Amazon / Canva
