At an event in New York on Wednesday, Amazon announced an upgraded Alexa experience — Alexa+ — powered by generative AI technologies. Onstage, Amazon’s devices and services chief Panos Panay called it a “complete re-architecture” of the AI assistant.

Alexa with artificial intelligence. The rollout is the biggest overhaul of the voice-activated assistant since Amazon introduced it more than a decade ago. The move is a test of whether the company and its new devices czar,

"I’m not just an assistant, I’m your new best friend in the digital world," Alexa+ said during an onstage demo on Wednesday. View on euronews