Amazon Introduces New Alexa Voice Assistant

On Wednesday, Amazon, the online retail powerhouse, unveiled a new version of its Alexa voice assistant, which now uses generative AI to bring a more human-like touch to the device. This initiative is pivotal for Amazon, which has poured billions into Alexa since its 2014 launch, with the aim of embedding the service into a wide range of devices and boosting sales on its primary e-commerce platform.

Commenting on the launch, Panos Panay, Head of Devices and Services, said, "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."

Additionally, the event introduced a secret project known internally as "Banyan," which aims to make Alexa more conversational. Generative AI is a type of artificial intelligence that learns from data and improves over time, enhancing the overall user experience.

"If I had to share one thing with that pumped-up crowd, I'd say this: I'm not just an assistant. I'm your new best friend in the digital world," the device, Alexa Plus, said to an audience at a launch event in New York.

Moreover, Amazon announced that Alexa+ will leverage the best available AI model for specific tasks through Bedrock, Amazon's collection of AI services designed to encourage innovation.

Daniel Rausch, Vice President of Alexa and Echo, confirmed the contribution of AI startup Anthropic in building Alexa+, acknowledging that Anthropic's Claude underpins the service, as reported by sources. Notably, Amazon has invested $8 billion in Anthropic to support its advancements.