Amazon Alexa gets new AI powers, with the same kind of brain as ChatGPT

Company also adding new tablets and AI art to their home screens

Amazon is hoping to use AI to turn its Alexa voice assistant into a more of a conversationalist (Andrew Matthews/PA) (PA Archive)

Amazon is adding the same kind of brain that powers ChatGPT into Alexa.

The new technology is intended to allow the virtual assistant to be more powerful and able to speak with its owners in more natural conversations.

The announcement were part of a wide array of new devices launched by Amazon this week. It also revealed new tablets and Echos, including those with screens, as well as plans to use generative artificial intelligence to create art to show on those screens.

Every year, Amazon announces a number of Alexa devices, which have in the past included everything from soundbars to microwaves.

This year, much of its focus was on artificial intelligence. While Alexa was one of the first virtual assistants of its kind to go mainstream, Amazon has lagged behind rivals such as Microsoft and Google in integrating new large language models into those systems.

The sudden rise of such technology has sparked greater scrutiny of AI from regulators, given its explosion into general use and concerns over its potential impact on human life as well as industry, jobs and education.

During a live event to unveil its latest range of Alexa-powered devices, Amazon looked to reaffirm its position as a market leader in AI by showing off an update to the assistant that will allow for more natural conversations with Alexa, rather than just the transactional request fulfilment it currently runs on.

In a live demonstration of Alexa’s new large language model (LLM), Amazon devices boss Dave Limp showed how the new version of the assistant will be able to be more expressive in its responses - for example sounding happier when returning a positive sporting result for a user’s favoured team.

Based within a new section of the service called “Let’s Chat”, Alexa will respond without the use of a wake word first, be able to pick up a conversation after a break and still understand the context, as well as understand inferences and more vague prompts in a way that Limp said is “like talking to a friend”.

For example, the new Alexa will respond to the prompt “I’m cold” by turning on the heating in a connected home.

Amazon has not confirmed a general release date for the new version of Alexa, instead focusing on an early preview programme in the US to try out the new capabilities among some users.

Technology expert Ben Wood, chief analyst at CCS Insight, said it was “little surprise” to see Amazon discussing the power of its AI assistant in this way.

“It undoubtedly knows that it needs to keep pace with rivals such as Google and Microsoft so articulating what it is doing in this area was essential for this event,” he said.

“The upgraded way to talk to Alexa certainly makes it a more personal experience but success will depend on Amazon being able to get consumers to engage with the Echo devices in a very different way to the transactional and basic requests used today.

“Some users may find it a little intimidating, but if successful it could make interactions a lot more conversational.”

Elsewhere at its hardware event, Amazon unveiled a string of new hardware products, including several new Alexa-powered Echo smart speakers and smart home hubs, as well as new Fire tablets and updated Fire TV Stick devices.