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Amazon's Alexa voice assistant is reportedly being expanded to include generative artificial intelligence, although this will require a subscription.

The retail giant will launch a more conversational version of Alexa later this year to compete with new generative AI-powered chatbots from companies such as Google and OpenAI.

Amazon's subscription to Alexa will not be included in the $139-a-year Prime offering, nor has Amazon set the price yet.

Like Apples Siri, Alexa seems to have become somewhat outdated. One of these days, OpenAI announced GPT-4o, with the ability for real-time translations, for example. Google launched a similar generative-AI-powered voice feature for Gemini.

Alexa began as a passion project of Jeff Bezos, but his successor Andy Jassy was less enamored with the voice chassis agent.

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