Investing.com -- Amazon (NASDAQ:AMZN) is preparing to launch its highly anticipated Alexa generative artificial intelligence (AI) voice service, according to Reuters, citing three people privy to the matter. The company has arranged a press event later this month to showcase the new service. This marks the most significant update to the product since its inception over a decade ago, which spurred the proliferation of digital assistants.
On Wednesday, Amazon extended press invitations for an event scheduled for Feb. 26 in New York, which will feature Panos Panay, the head of its devices and services team. While a spokesperson confirmed that the event is centered around Alexa, they declined to provide further details.
The generative AI-powered Alexa presents both a substantial opportunity and a considerable risk for Amazon. The company, which boasts over half a billion Alexa-enabled devices in circulation, is banking on the overhaul to entice some of its hundreds of millions of users to become paying customers, thereby providing a return for the currently unprofitable venture.
The revamped AI service will have the capability to respond to multiple prompts in a sequence. According to company executives, it could even function as an "agent" for users by performing tasks for them without their direct input, a stark contrast to the current version that typically handles only one request at a time.
A meeting, dubbed a "Go/No-go," has been set for Feb. 14, where executives will make the final decision on the "street readiness" of the generative AI overhaul of Alexa, as per the insiders and an internal planning document.
The overhaul of Alexa carries the inherent challenges associated with well-known generative AI chatbots from companies like OpenAI and Alphabet (NASDAQ:GOOGL), such as the risk of fabricated responses, also known as hallucinations. Given that Alexa is accessible on various platforms like cars, televisions, thermostats, and mobile phones, it could evolve into an indispensable tool for daily tasks like scheduling and shopping.
Initially, Amazon plans to introduce the new Alexa service to a restricted number of users free of charge, although a monthly fee of $5 to $10 has been considered, according to the insiders. The company also plans to continue offering "Classic Alexa," the current version widely available at no cost. One source noted that Amazon has ceased adding new features to Classic Alexa.
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