Giving Alexa the power of generative AI was already expected to be the star announcement from Amazon -- and it was. During the last Devices and Services event in 2023, Amazon announced a gen AI-powered 'Alexa+' or Alexa Plus and a new user interface coming to an Echo device near you, and the company is now making it more real than ever before.

Amazon’s just revealed Alexa+, the new version of the Alexa assistant, but it won’t have all of its cool powers on every Amazon device.

Amazon is aiming to catch up in generative artificial intelligence and to reboot its virtual assistant, which has been leapfrogged by powerful chatbots.