Amazon launches gen AI-powered Alexa+ in India

Amazon unveiled its innovative generative AI-powered personal assistant, Alexa+, in India on Wednesday. Designed to better comprehend context and natural conversation in English, Hindi, and Hinglish, Alexa+ aims to understand the nuances of Indian speech patterns. Announced across various devices like Echo smart speakers, smart displays, Fire TV streaming devices, and the Alexa mobile app, the assistant is available for free under early access.

Amazon asserts that the new conversational helper learns customer preferences, recognizes family routines, and tailors responses. Utilizing Amazon Bedrock and a blend of 70 language models, including Amazon-made and Anthropic models, Alexa+ connects to multiple services and devices. The assistant claims to recognize family members through voice and visual ID, offering personalized responses.

Via voice ID and visual ID, Alexa+ can distinguish family members and provide individualized replies. Additionally, it facilitates shopping on Amazon Now, allowing users to place orders via voice. Amazon emphasizes privacy and security, providing a Privacy dashboard for users to review and manage interactions, listen to recordings, and adjust voice recording retention preferences.

Post the early access period, Alexa+ remains free for Prime members. For Prime Lite, Prime Shopping Edition plan members, and non-Prime customers, access will not auto-renew and can be purchased as a standalone subscription for ₹2,000 per month or through a Prime plan. New Echo Show 8, Echo Show 11, Echo Dot Max, and Echo Studio devices are specifically designed for Alexa+.

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