Amazon is launching a new Alexa voice assistant this October, just in time for the US shopping season. This new version is called “Remarkable” and uses Anthropic’s Claude AI models, which is a big change for Amazon.
Alexa gets a boost from Claude AI
Amazon’s decision to use Claude AI in Alexa surprised many. Amazon has traditionally developed its technology in-house. But their software hasn’t done well, so the tech giant has looked at other options. This new Alexa can handle more complex queries through AI, making it more interactive.
The new Alexa will be more than just an upgrade. It could also be a source of revenue. Amazon plans to offer this enhanced version as a subscription for about $5 to $10 per month. This suggests that Amazon is serious about making Alexa profitable.
Amazon may have more than just Claude, the AI model developed by Anthropic. Amazon hasn’t made a name for itself in AI. When AI was new, Amazon said it wanted to buy several AI companies. But there was not enough progress to join the big race. Amazon has also been close to Anthropic in the past. In 2023, Amazon wanted to buy Anthropic. The acquisition did not happen, but Amazon and Anthropic are still partners. Amazon wants to slowly start reaping the benefits.
One of the main reasons why it cannot be bought is the laws of the country where it is located. The Anthropic partnership has risks. It is being reviewed by the UK’s antitrust regulator, which could affect Amazon’s plans.
What to expect from the new Alexa
The new Alexa will be able to have more natural, back-and-forth conversations and offer personalized responses. This could include shopping recommendations, news updates, and home automation features.
We don’t know if people will pay for these new features. The success of this new model will depend on the final feature set and the subscription fee. If only a few people pay for the premium version, it may not make Amazon much money.
Amazon is expected to unveil the new Alexa at an event in September. This event will also mark Panos Panay’s first time as head of Amazon’s devices division. Amazon will unveil a game-changing development in the world of voice assistants.
Amazon faces challenges and opportunities as it prepares to roll out this ambitious update. The new Alexa must perform well to justify the investment and the subscription model. Amazon’s partnership with Anthropic could give them the edge they need, but it also brings challenges.
In an ever-changing AI landscape, Amazon’s collaboration could set a new standard for voice assistants or highlight the challenges of integrating external technology. As October approaches, consumers and industry insiders will be watching closely to see how this new chapter in Alexa’s story unfolds.
Featured image credit: Anthropic
