I saw Alexa+ in action. Here are my 8 biggest takeaways

After more than a year out of sight, Alexa+–the new Alexa with its AI-powered revamp–took center stage at a crowded coming-out party in New York City on Wednesday, and I got a first-hand look at what this turbocharged voice assistant can do. 

Following the big unveiling, we were all led to a demonstration hall with about a half-dozen break-out rooms, where we were able to see and hear—but not participate in—Alexa’s new conversational tricks, from controlling smart home devices and researching sports tickets to suggesting recipes and dialing up tunes on Amazon Prime Video. 

If all that sounds like old hat, consider this: While the old Alexa requires falling back into what Amazon devices head Panos Panay rightfully described as “Alexa-speak,” the new Alexa is a far more flexible and understanding companion, capable of sussing out your intentions from the vaguest of queries, and—at least, from what I saw on Wednesday—getting it right more than it failed.  

While the demonstrations we saw appeared carefully choreographed, we were frequently assured that what we were seeing and hearing was the “live” Alexa+, rather than a canned demo—and from someone who’s spent a fair amount of time with ChatGPT’s Advanced Voice Mode, the exchanges sounded genuine. 

Here are my biggest takeaways after sitting through Amazon’s Alexa+ show-and-tell, starting with…

Alexa+ didn’t make many mistakes 

Naturally, everyone’s waiting for the new AI-powered Alexa to bungle a command or start hallucinating, but the demos I saw on Wednesday went surprisingly smoothly. 

Granted, the Amazon presenters on hand were likely sticking to a pre-arranged script, asking the same questions and issuing the same commands over and over.  

Still, the questions and queries were open-ended enough to invite mistakes. Yet I witnessed only one genuine screw-up on Alexa+’s part: When asked to move a music selection to a speaker in “the office,” it instead began playing an episode of The Office on Peacock. Oops! 

On a few other occasions, Alexa+ appeared to freeze when asked a question, but those pauses could be chalked up to the din of the demonstration hall (I myself had a difficult time hearing) and/or an overloaded Wi-Fi network. 

Alexa+ could make controlling the smart home much easier 

One of the biggest pain points when using voice assistants to control smart home devices is the dreaded, “Sorry, I don’t know which light bulb you mean,” or “I can’t help with that.” It’s gotten so bad lately that I almost never use my smart speakers for smart home control anymore, relying instead on apps, routines, or old-fashioned buttons and switches. 

Alexa+ promises to get us using our smart speakers again, thanks mainly to its ability to ponder what we’re saying and then deducing what our intentions are. 

For example, in one demo, Alexa+ was asked to turn on the light in the “sitting room,” an area (we were told) that hadn’t been previously defined within the smart home setup. The new Alexa turned on a lamp positioned near a sofa, correctly guessing that the light was located in a sitting area. Of course, a home might have several different potential “sitting areas” with multiple lamps next to sofas, but the demonstration does show how Alexa+ can get creative (hopefully not too creative) when it comes to understanding smart home commands. 

We also saw how Alexa+ can pull up videos from your Ring history, plucking out selections based on queries like, “Show me when the kids were playing in the snow,” as well as (in a separate demo) how Alexa+ could make it way easier to move music from one smart speaker to another, cutting down on those irksome “Sorry, I don’t see a dining room speaker” flubs.  




Just ask, and Alexa+ can call up clips from your Ring video history.
Ben Patterson/Foundry

Finally, there’s the promise of Alexa+ creating routines based on natural-language voice prompts.

For example, this query: “The family is having a hard time getting ready for bed at night, can you help create a routine to solve that,” yielded this automation: “Every night at 9 p.m., Alexa will announce ‘it’s time to get ready for bed’ on all devices, then all the lights will dim to 50 percent brightness before turning off completely.”

Not bad, and you can always follow up with tweaks to perfect the routine. 




Alexa+ can create routines based on natural-launguage queries.
Ben Patterson/Foundry

It could be a game-changer in the kitchen 

I’ve recently been fascinated by how generative AI can make an excellent cook’s companion, crafting recipes on the fly and making suggestions on ingredient substitutions, but Alexa+ could take those abilities to the next level. 

Besides the fact that the new Alexa can operate from a kitchen smart display–a far easier setup than juggling a phone with slimy food hands—Alexa+ can remember what ingredients you have (you will need to tell it or show it what’s in your cupboard or fridge), and it can also take note of who in the family likes what, then order the proper ingredients on Amazon Fresh or another supported online grocery store (“supported” is the key word; more on that in a moment). 

I also like the fact that Alexa+ sources thousands of recipes from partner publications—meaning it’s not just scraping recipes off the web and then concocting its own versions (with sometimes questionable results). 

It can be a little too chatty 

Similar to the classic Alexa, the new AI Alexa can be something of a motor mouth, nattering on excitedly about how it “loves” that song you picked, praising you for “hitting the nail on the head,” opining that a certain TV show is the “perfect antidote to the Sunday blues,” and so on. 

Such verbal flourishes will be familiar to anyone who’s chatted with ChatGPT in Advanced Voice Mode, and the sycophantic buttering-up gets tiresome after awhile. I can certainly imagine times when I’d want Alexa+ to simply tee up a playlist without the asides. 

Luckily, I was told that it will be possible to tone down Alexa+’s responses with a prompt like, “Simpler please.” 

Alexa+ works the best with Amazon partners

The amount of tasks that Alexa+ can actually do, from teeing up music tracks to booking dinner reservations, scheduling events and service appointments is impressive, and stands in contrast to how ChatGPT and Google Gemini are still fairly isolated within their respective chatboxes. (Gemini is taking its first steps in the smart home via extensions in the Gemini app.) 

But many of Alexa+’s abilities are tied to service providers that have already partnered with Amazon. So, you can book a carpet cleaning appointment thanks to Alexa’s integration with Thumbtack, you can’t book an annual checkup through ZocDoc, which hasn’t teamed up with Amazon–at least not yet. 

And while Alexa+ will be able to order groceries from Amazon services like Amazon Fresh and Whole Foods, it probably won’t be much help for a FreshDirect customer like me (or at least not until FreshDirect forges an alliance with Amazon). 




Many of Alexa+’s coolest abilities are tied to those services that have partnered with Amazon.Ben Patterson/Foundry

You’ll need to trust Alexa+ with an awful lot of personal info 

Some of the most impressive demos during Wednesday’s unveiling involved Alexa+’s abilities to absorb lengthy documents—including personal ones—which it can then summarize and answer questions about. In one example, the new Alexa poured over a complex homeowners association agreement, explaining the various rules and plucking out key details. 

Alexa+ can also remember personal preferences, such as favorite restaurants, who your best friends are, what music genres you favor, and so on. The more Alexa+ knows about you, the more powerful it gets as a personal assistant. 

But as with the “classic” Alexa, privacy will surely be a thorny issue with Alexa+, and one should probably think twice before allowing the AI to scour sensitive documents like health or financial records. 

For its part, Amazon says the new Alexa is designed to “protect [the] privacy and security” of its customers, while providing “transparency and control.” Amazon also notes that it will “centralize” privacy controls, while promising “world-class privacy and security protection” through the “secure infrastructure” of Amazon Web Services. 

Echo display owners will get first dibs on Alexa+ 

The new Alexa will work on “almost all” existing Echo devices, including the diminutive Echo Dot, I’m told. (Some of the “earliest” Amazon smart speakers won’t work with Alexa+, including the first-generations of the Echo, Echo Dot, and Echo Plus.) 

That said, you’ll need to be the owner of an Echo Show display to get first dibs on the new Alexa. Amazon is rolling out Alexa+ in phases (starting in the “coming weeks”), and owners of Echo devices with displays—including the Echo Show 8, 10, 15, and 21—will get access first.

If you do become an early Alexa+ user, the new assistant will work across all your compatible Echo devices, including speaker-only products like the Echo Dot. 

[Further reading: These are the best smart speakers and displays]

Alexa+ will be a great Prime perk 

Once the free early access period is up, Amazon will charge $19.99 a month for Alexa+. “Ouch,” I initially thought, but that wasn’t the full story. 

As it turns out, Alexa+ will be free for Prime members, making the new Alexa the latest Prime benefit. That’s terrific news for those (many) of us already shelling out for Prime, and thus making it far more likely that a lapsed Alexa user like me will give the new AI-enhanced version a go.