Amazon Launches Alexa+: AI Assistant With Advanced Task Automation

Amazon has announced Alexa+, its next-generation AI assistant powered by generative artificial intelligence. Designed to be more conversational, personalized, and action-oriented, Alexa+ aims to help users manage daily tasks, entertain, and stay organized.

Unlike its predecessor, Alexa+ leverages large language models (LLMs) hosted on Amazon Bedrock to process complex requests and interact naturally with users.

These advancements allow it to understand half-formed thoughts, colloquial language, and intricate topics, making interactions feel more like a conversation with a knowledgeable assistant rather than a machine.

A key innovation behind Alexa+ is its “expert” system, which organizes tasks into specialized modules. This allows it to control devices like smart lights and cameras, make reservations, order groceries, and track event tickets. It connects to a variety of services and devices, helping everything work together more efficiently.

One of its most advanced features is “agentic capabilities”, enabling Alexa+ to autonomously complete tasks online. For example, if a user needs an appliance repaired, Alexa+ can browse the web, find a service provider through Thumbtack, book an appointment, and confirm the details—all without user intervention.

This represents a shift toward AI assistants that actively handle responsibilities rather than just providing information. Alexa+ also offers deep personalization. It can remember user preferences, such as dietary restrictions or favorite music, to make tailored recommendations.

Users can further enhance Alexa’s knowledge by sharing documents, photos, or emails, allowing the assistant to organize schedules, summarize study materials, or extract relevant details from messages.

Alexa+ will be available for free to Amazon Prime members, while others can subscribe for $19.99 per month. The rollout begins in the U.S. in the coming weeks, prioritizing Echo Show users before expanding to a broader audience.

According to ArsTechnica, Alexa+ offers advanced AI features but has some limitations. For instance, it works best with Amazon partners like OpenTable for reservations, and if a restaurant isn’t listed, it simply provides a phone number.

While Alexa+ excels on devices with screens, such as Echo Show, the $20 subscription could deter non-Prime users. Additionally, Amazon must compete with other gadgets that offer deeper task navigation, like phones and laptops.

As noted by Medium, AI-enhanced Alexa introduces several concerns. Privacy remains a major issue, as the assistant collects more user data, raising questions about how it’s stored and used.

Additionally, ethical concerns arise as AI assistants become more human-like, since they can subtly influence user behavior and decision-making, raising ethical concerns. This sophistication also makes them more vulnerable to cyberattacks, as bad actors could exploit AI-generated interactions to manipulate users or extract sensitive data.

Recently, OpenAI demonstrated that its AI models surpass 82% of Reddit users in persuasive writing, raising concerns about their potential for political manipulation and misinformation.

If AI can influence opinions at this level, it could also be weaponized for phishing attacks, scams, or social engineering tactics, making transparency, security, and responsible development crucial for maintaining trust.