An AI update has been made to Alexa on Amazon. She has much to say now.
Amazon’s Echo smart speaker, widely recognized as Alexa, is set to receive an AI overhaul, with the rollout taking place across the UK. The new feature, Alexa+, aims to enhance the interaction experience, making the digital assistant more conversational and proactive in responding to users.
Some critics have noted that since its debut in 2016, the Echo has shown signs of stagnation, especially as AI chatbots like ChatGPT, Gemini, and Claude have made significant strides in user engagement. “It will be interesting to see how users take to this update,” remarked Jessica Miller, the head of data insights at FDM/CCS Insight. “We anticipate some users will appreciate the more relaxed and familiar tone, while others might find it unsettling.” She emphasized that “UK consumers will notice an immediate difference,” adding that “using Alexa+ is a very different experience.”
For instance, when I asked the traditional Alexa if I needed an umbrella for the day, it simply replied, “no rain is expected.” In contrast, during a demo of Alexa+, the response was more colorful: “Actually, you can leave the brolly at home; with sunny skies and no rain in the forecast, you’ll be sorted without it.”
Ed Freed from marketing agency Rapp UK has previously characterized Alexa as “nothing more than expensive kitchen timers” for the average user. Despite this, Amazon claims that 52% of the UK population has experienced the Echo, with a staggering 114 billion “interactions” logged with Alexa in 2023 alone—averaging around 1,500 interactions per person.
Smart speakers have faced scrutiny as they seem to lag behind the rapid advancements of other AI technologies. One potential competitor, Google Nest, is transitioning to Gemini for Home, harnessing its Gemini AI capabilities, yet its smart speaker screen display hasn’t seen an upgrade since 2021, as noted by the Android Police.
For £19.99 a month, users can access Alexa+, which will be complimentary for Amazon Prime members (£95 annually). New Echo devices will come pre-equipped, while those with older models will need to register online to join in.
The Echo has reportedly cost Amazon billions and has struggled to establish a profitable revenue model, as many consumers buy the device but do not engage in additional purchases. In response to these challenges, Amazon targeted its “device and services” division for layoffs in both 2022 and 2025.
Even if Alexa+ does not produce substantial subscription income, the enriched conversations could yield valuable user data for Amazon, allowing for more targeted advertising strategies.