Only a few years ago we were amazed at being able to talk to a black cylinder that turned on the lights or told us what the weather was like (and to think that the invention was born decades before). Today Amazon raises the bar, and the price. Alexa+, the revamped, generative AI-powered version of the voice assistant, will cost $19,99 a month when it launches in the U.S. next month. With one interesting exception: Prime members will get it for free.
It is a move that also has many implications for the future of human-machine interaction and the market strategies of tech giants.
How much does it really cost to innovate?
The announcement comes directly from New York, where Panos Panay, responsible for Amazon devices and services, he has just presented the new creature with rather ambitious words:
Today, with generative AI and the completely redesigned architecture of Alexa+, we’re taking the world beyond chatbots to something entirely new.
High-sounding words, typical of tech events; but this time they could hide a grain of truth. With its monthly subscription, Alexa+ is positioned exactly at the same price as its main competitors: the paid version of Chat GPT of OpenAI e Gemini Advanced by Google. “Coincidences? I don’t think so” (cit.) This is the price the market has set for “premium” artificial intelligence, at least for now.
The real surprise, if anything, is the decision to offer it for free to Prime subscribers; a smart move that could attract new subscribers to the service and, above all, retain existing ones. A classic case of “two birds with one stone” in Silicon Valley style.
Alexa+ Compatible Devices and Timings
Not everyone will be able to enjoy the new features right away. As mentioned, Alexa+ will initially launch in early access in the United States starting next month, and then gradually expand to other users in the following weeks. Here in Europe, we will have to make do with a little longer of the old one Alexa, great… For the pasta timer.
As for compatible devices, the first to receive the update will be the Echo Show 8, 10, 15 and 21It remains a mystery which other devices in the Echo family will receive support in the future. Amazon, strangely, did not provide specifics, which suggests that there may be hardware limitations that prevent some older or cheaper models from supporting the new features.
It's a classic example of how artificial intelligence is rapidly creating a new digital divide: no longer between those who have and those who don't have technology, but between those who own the latest and most powerful devices and those who have been left behind.
Completely revamped web and mobile experience
One of the most interesting new features is the launch of Alexa.com, a new web experience designed for what Amazon calls “longform work.” A cryptic expression that, translated from Marche dialect, probably means that the assistant will be able to handle more complex and articulated conversations.
In parallel, the company is introducing an updated version of the Alexa mobile app, with a new interface and improved functionality. It's clear that Amazon is looking to expand the Alexa+ ecosystem beyond the confines of Echo devices, transforming it into a ubiquitous platform accessible from any device.
Yes, but what does Alexa+ do? The capabilities that (maybe) are worth those 20 dollars
As above: what does Alexa+ actually offer to justify this price? Amazon promises a completely “re-architected” experience thanks to generative artificial intelligence. In practice, the assistant should be able to sustain more natural and contextual conversations, remembering details of previous interactions without having to repeat commands.
Among the new features would be “Explore” and “Stories” designed specifically for children, in addition to the ability to read, summarize and recall long and complex documents. The new Alexa.com web platform seems to point in this direction, offering a space for more complex interactions that go beyond simple voice commands.
In short, Alexa+ no longer wants to be just a digital butler who turns on the lights, but a true assistant capable of managing complex workflows, integrating seamlessly with our experiences, even acting as a “guardian” by interpreting security camera footage. At least on paper.
The Price of Privacy
Well, if you know me, you knew I would get there. There is one aspect that no one seems to want to address openly, and I always come back to it: what will this evolution mean in terms of privacy? Generative AIs work better the more data they can analyze. And guess what? Our dialogues with Alexa are a gold mine of information.
Amazon is essentially asking us to pay for the privilege of providing more of our personal data (unless we already pay for Prime). It’s a brilliant business model, no doubt about it; but it raises some serious ethical questions that, I fear, will be overshadowed by the excitement over the new features.
Expectations vs Reality
The price of Alexa+ turned out to be higher than rumors circulating in recent months, which spoke of figures between 5 and 10 dollars a month, possibly with a generous free trial period.
This could indicate that the features offered will be more substantial than expected, or simply that Amazon is confident in the power of the word “AI” to justify a premium price. After all, we live in the age where adding “AI-enhanced” to any product seems to justify a 300% price increase.
It remains to be seen whether Alexa+ will truly represent the evolutionary leap Panay promised, or whether it will be just another incremental iteration masquerading as a revolution. The history of technology is full of grandiose promises followed by modest deliverables; it will be interesting to see which side of the scale this new version of Amazon’s home assistant falls on.
What is certain is that, with this move, Amazon has officially declared that the era of free voice assistants has come to an end. It is no longer a question of "if" we will pay to speak to our devices, but "how much".
