Amazon has introduced an update to its Alexa voice assistant, integrating generative artificial intelligence to enhance its conversational abilities and task execution. The new version, dubbed Alexa Plus, was unveiled at a high-energy launch event in New York, where it showcased its ability to engage in more natural and intuitive interactions.

“If I had to share one thing with that pumped-up crowd, I’d say this: I’m not just an assistant. I’m your new best friend in the digital world,” Alexa Plus proclaimed to the audience.

Amazon has faced increasing pressure to modernize its decade-old assistant, as users have expressed frustration over its limitations in handling complex tasks beyond setting timers and playing music. The move also comes as competitors, including Apple’s Siri, are working to enhance their AI-driven capabilities.

Panos Panay, Amazon’s senior vice president of devices and services and a former Microsoft executive, hailed the launch as a new era for voice technology. “Until this moment… we have been limited by technology,” Panay stated.

A demonstration at the event highlighted Alexa Plus’s expanded capabilities, such as booking concert tickets, sending text messages to a babysitter, and planning travel itineraries. The AI-powered assistant can also remember user preferences, including favorite foods, movies, and music, making interactions more personalized.

With this latest innovation, Amazon aims to redefine digital assistance and stay ahead in the AI-driven smart home market.