Introduction to Alexa+
Amazon’s highly anticipated update to its virtual assistant is finally nearing its release. Approximately 18 months after the company first integrated generative AI, it has unveiled Alexa+, with early access becoming available in March. Alexa+ will coexist with the older Alexa and will be priced at $20 per month, although Prime members will be able to use it for free. The new assistant boasts modern upgrades similar to those offered by its contemporaries, such as a redesigned interface, enhanced conversational interaction, improved contextual understanding, and the ability to summarize complex topics and provide personalized suggestions.

Integration with Third-Party Apps and the Internet
What sets Alexa+ apart is its ability to integrate with third-party apps and the rest of the internet. According to Daniel Rausch, Vice President of Alexa and Fire TV, the new assistant can integrate with other services in three key ways. Firstly, it already supports tens of thousands of integrations, including major brands such as Uber, Sonos, Samsung, and Xbox. Secondly, for services without dedicated apps or APIs, Alexa+ can navigate their websites on behalf of the user. This feature was demonstrated during the presentation, where Rausch used Alexa+ to hire a professional to fix his oven through the Thumbtack website. Lastly, Alexa+ can collaborate with "AI agents" on other sites, allowing users to interact with a single assistant instead of multiple chatbots.

Conversation with Daniel Rausch
Following the presentation, I had the opportunity to speak with Rausch to gain further insight into how Alexa+ will interact with the online world. I inquired about the potential for Alexa+ to work with customer service chatbots from companies like Capital One and United Airlines. While Rausch did not provide specific details, he confirmed that the SDK is designed for integrations of this nature, enabling users to connect with agents on their behalf to complete tasks. Rausch acknowledged the importance of minimizing friction in the adoption and setup process, ensuring a seamless experience for users.

Seamless Upgrades and Setup
Upgrading to Alexa+ should not require any additional sign-ins or authentication, allowing users to retain their connected appliances, security cameras, and home routines without interruption. Rausch emphasized that the goal is to maintain the simplicity and ease of use that users have come to expect from Alexa. When adding new services to Alexa+, users will be able to do so in a straightforward manner, with the assistant guiding them through the setup process.

Expert Assistance
Rausch highlighted the ability of Alexa+ to provide expert assistance, allowing users to access information and perform tasks without having to navigate complex menus or visit separate websites. This approach is similar to how Siri can provide guidance on using specific features, such as shooting a video in Cinematic mode. By offering help directly within the product, Amazon aims to simplify the user experience and reduce the need for external support.

Accuracy and Reliability
I asked Rausch about the potential for generative AI to hallucinate and spread misinformation. He acknowledged the industry’s mistake of treating models as products and emphasized that Alexa+ relies on a combination of Amazon’s knowledge graphs, reliable sources on the internet, and partnerships with authoritative outlets to provide accurate and trustworthy information. While acknowledging that mistakes can occur, Rausch assured that Amazon has taken great care in developing Alexa+ and is committed to grounding it in knowledge.

Conclusion
Although I have yet to try Alexa+ firsthand, the demos have shown promising potential. If Amazon can deliver on its promise of seamless integration with third-party services, Alexa+ could not only bring the company back into the consumer AI race but also potentially surpass its competitors, including Google, Apple, and OpenAI. As the pioneer of virtual assistants in the home, Amazon’s success with Alexa+ could have far-reaching implications beyond the tech-savvy user base.