Amazon’s new AI-powered Alexa promises to be your ‘best friend in a digital world’ for a monthly fee
By HALELUYA HADERO and WYATTE GRANTHAM-PHILIPS, Associated Press
NEW YORK (AP) — Amazon on Wednesday unveiled a generative-AI infused Alexa that it says will allow the popular voice assistant to have more personality, check a user’s tone and even plan romantic dates.
But unlike before, when Alexa was offered for free on any Alexa-enabled devices, customers will have to pay Amazon a monthly fee of $19.99 for the revamped voice assistant, which it calls “Alexa+”. However, the generative-AI powered Alexa will be free for Prime members, who pay the company a monthly or annual fee for free delivery and other perks.
At a media event held in New York City, Amazon executives showed off the update to the ten-year old digital assistant with the new features aimed at boosting sales and interactions with Alexa-enabled devices.

The company says Alexa+ is able to have conversations with a more natural, humanlike flow and can learn more about a user — such as dietary preferences or allergies — the more it’s used.