Amazon has launched Alexa+, a new version of its voice assistant powered by generative AI. Announced at an event in New York, the service will be available in the US starting in March.

Alexa+ enables more natural conversations and allows users to make reservations for hotels, restaurants, and car rentals, as well as order products online.

Future updates will include support for the Japanese language.

According to Amazon, Alexa+ improves responses by learning from user interactions.

With 600 million Alexa-enabled devices in use globally, the company sees generative AI as a key advancement for voice assistants.

Other tech giants, including Google, are also developing similar AI-based products, making consumer response a key factor to watch.

Recent Amazon developments