"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

Amazon is aiming to catch up in generative artificial intelligence and to reboot its virtual assistant, which has been leapfrogged by powerful chatbots.

Amazon's new and improved version of Alexa is called Alexa+. The next-generation upgrade is more conversational, can execute complex tasks, and is more personalized.

Aamazon Alexa’s long-awaited AI overhaul is here, and it’s the biggest upgrade in the history of voice assistants.

Following years of development, Amazon's next-generation digital assistant is ready for public use. Panos Panay, Amazon's senior vice president of devices and services, demoed Alexa+ at the company's 2025 devices event.

Amazon.com (AMZN) is introducing Alexa+, the company’s next generation assistant, powered by generative AI. According to the company, “Alexa+ helps you stay organized during busy days, provides detailed answers tailored to your needs,

At a swank event for journalists and Amazon employees, the company on Wednesday unveiled its revamped voice assistant, Alexa+. The widely used technology has been bolstered with generative AI, the company has said, to make interacting with it feel more natural than simply repeating orders.

Amazon on Wednesday unveiled the first major overhaul of its Alexa voice assistant since its introduction more than a decade ago, embedding it with generative artificial intelligence.

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

Amazon just announced its new and improved Alexa, which features a more personalized experience with a more human Alexa+.