Giving Alexa the power of generative AI was already expected to be the star announcement from Amazon -- and it was. During the last Devices and Services event in 2023, Amazon announced a gen AI-powered 'Alexa+' or Alexa Plus and a new user interface coming to an Echo device near you, and the company is now making it more real than ever before.

Amazon’s long-awaited update to its assistant is almost here. About 18 months after the company first previewed the “next-gen Alexa” built with generative AI, it unveiled Alexa+, and early access will be available starting in March.