An AI update has been made to Alexa on Amazon.
Amazon’s Echo smart speaker, popularly known as Alexa, is set to undergo an exciting, AI-driven upgrade across the UK. This revamped version, dubbed Alexa+, promises to make the digital assistant more conversational, enabling it to follow ongoing discussions and respond more proactively.
Since its launch in 2016, Alexa has faced some criticism for not evolving as quickly as AI chatbots like ChatGPT, Gemini, and Claude, which have offered more seamless interactions. Jessica Miller, head of data insights at FDM/CCS Insight, remarked, “It will be interesting to see how users react to this. We expect responses to be mixed; some will appreciate the more casual, familiar conversations, while others might find it unsettling.” She emphasized that UK users will notice a significant shift: “Using Alexa+ is a completely different experience.”
For instance, when I asked the current Alexa if I needed an umbrella today, it simply stated, “no rain is expected today.” In contrast, at a demo for Alexa+, I was told, “Actually, you can leave the brolly at home. With sunny skies and no rain in the forecast, you’ll be just fine without it.”
Ed Freed from the marketing agency Rapp UK previously described standard Alexa as “nothing more than expensive kitchen timers” for a lot of users. Nevertheless, Amazon asserts that 52% of the UK population has tried the Echo, with a staggering 114 billion “interactions” logged since 2023 — averaging around 1,500 interactions per person.
Smart speakers have often been criticized for lagging behind the rapid advancements seen in other AI tools. Meanwhile, one of Alexa’s competitors, Google Nest, is shifting to Gemini for Home, aligning with its Gemini AI platform. However, it has not updated its smart speaker display hardware since 2021, as highlighted by the Android Police website.
Alexa+ will be priced at £19.99 a month or free for Amazon Prime members, who currently pay £95 per year. New Echo devices will have immediate access to this upgrade, while existing device users will need to sign up online.
The Echo has reportedly cost Amazon billions in losses and has struggled to establish a revenue stream, as many users tend to buy the device only without engaging in additional purchases. In recent years, Amazon has targeted its “device and services” department for job cuts, including in 2022 and 2025.
Even if Alexa+ doesn’t rake in significant subscription revenue, having more in-depth conversations could provide Amazon valuable data insights on its users, potentially enhancing ad targeting strategies.
