Alexa relaunched with ambition to be 'your best digital friend'
Published On Feb 26, 2025, 12:20 PM
Amazon is launching Alexa+, an upgraded virtual assistant aiming to improve user interaction by enabling conversational exchanges and personal memory capabilities. It will be free for Prime members and available as a paid subscription for others. Experts say Alexa+ is critical for Amazon to compete with leading AI assistants that have advanced significantly. However, there are concerns about consumer adoption and privacy issues, as the effectiveness of AI often hinges on user confidence in data handling.
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Amazon's investment in enhancing its Alexa platform is a strategic move to reclaim market presence in the AI assistant space after previous lackluster performance. As AI capabilities expand and competition intensifies from ChatGPT and others, Alexa+ could see increased adoption, particularly in households with existing Echo devices. However, the success will largely depend on consumer trust and the effectiveness of new features over time.
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