Alexa gets a distinctly British personality in UK launch

Amazon is introducing a subscriber-only version called Alexa+ in the UK that uses a more conversational, British-styled personality and can manage tasks like calendars, emails and remembering preferences.

Amazon is bringing an updated version of its Alexa chatbot, called Alexa+, to the UK with a more conversational, British-styled personality. The move comes about a decade after the Echo speaker first arrived in the UK, where roughly half of homes now have an Alexa-enabled device. Facing competition from newer AI chatbots such as ChatGPT, Amazon has reworked Alexa’s underlying model and its public persona. The new Alexa+ will be offered as a subscriber-only service and is described as able to handle tasks like managing calendars, sending emails and remembering user preferences. Key details: - Alexa+ is being introduced in the UK and was soft-launched in the US last year. - The service is subscriber-only, following years in which Alexa-related efforts reportedly lost money. - Amazon presented Alexa+ with a distinctly British manner in demonstrations, including phrases like "have a gander" and "Fantastic news, mate!". - Alexa+ is designed to answer in a more conversational, personable way and to take on more complex tasks than earlier versions. - Daniel Rausch of Amazon said customers with Alexa+ use the assistant between two and three times more, indicating increased engagement. - About half of UK households already have at least one Alexa-enabled gadget, reflecting the assistant’s established presence. Summary: Amazon describes Alexa+ as both a technology and a commercial shift, pairing a redesigned conversational model with a subscription approach after years of investment. Undetermined at this time.