Amazon unveiled the first major overhaul of its Alexa voice assistant since its introduction more than a decade ago, embedding it with generative artificial intelligence. The effort carries significant weight at Amazon, which has ploughed billions of dollars into Alexa since its launch in 2014 in the hope of putting the service into a range of devices and ultimately driving sales on its main e-commerce website.

“Alexa knows almost every instrument in your life, your schedule, your smart home, your preferences, the devices you’re using, the people you’re connected to, the entertainment you love and uses many of the apps you use, a lot of the services you need,” said Panos Panay, Amazon’s head of devices and services, at a launch event in New York.

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Published on February 27, 2025