Amazon is set to release a new version of its popular voice assistant, Alexa, called Alexa Plus. This upgraded version will feature advanced ChatGPT-style features, allowing for more natural and fluid conversations. However, these enhanced capabilities may come at a cost to users, as Amazon is reportedly considering introducing a monthly subscription for Alexa Plus. The pricing details have not been disclosed yet.
Alexa Plus is built on a large language model, similar to Microsoft Copilot and Google Bard, and is expected to launch later this year. To cover the increased expenses of running generative AI at scale, Amazon is exploring the option of a subscription-based model. This strategy aligns with Amazon’s existing subscription products like Prime, Kids+, and Kindle Unlimited.
In September, during an Alexa event, Amazon unveiled its plans for a major upgrade to the voice assistant. This upgrade aimed to leverage generative AI technology to enhance Alexa’s reasoning and communication abilities. One of the significant improvements is Alexa Plus’s ability to distinguish between pauses and the completion of user requests, making conversations with the assistant even more intuitive.
The development of this new iteration of Alexa, which Amazon internally refers to as Remarkable Alexa due to its exceptional communication skills, has involved extensive testing with 15,000 users across the United States.
To support the implementation of generative AI and integrate third-party services, Amazon is reportedly building an entirely new technology stack with a more centralized structure. This transition has led to some disagreements between the team responsible for the original Alexa and those assigned to develop Alexa Plus.
While Amazon’s move towards a subscription-based model for Alexa Plus may invite comparisons to similar offerings by Microsoft and Google, it underscores the costs associated with running large language models and generative AI. These sophisticated technologies demand substantial computational resources. As a result, companies are finding it necessary to charge for access to premium voice assistant features.
In the coming year, the market is expected to witness the emergence of a new generation of voice assistants. Apart from Amazon’s Alexa Plus, Apple is anticipated to introduce its Siri GPT at WWDC, and Google plans to integrate Bard into Assistant.
As Amazon prepares to launch Alexa Plus, consumers can anticipate a more conversational and intelligent voice assistant experience. However, they should also be prepared for the possibility of a monthly subscription fee to access these advanced features. As the era of generative AI-powered voice assistants dawns, the convenience and capabilities they offer may come at a price.
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