Dave Limp, senior vice president of devices and services at Amazon.com Inc., speaks during the Amazon Devices and Services event at the HQ2 campus in Arlington, Virginia, on Sept. 20, 2023.
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Amazon introduced a “smarter and more conversational” version of its Alexa voice assistant that the company hopes will bolster its position in the tech industry’s artificial intelligence race.
The company hosts an annual devices bonanza, where it typically unveils a smattering of new hardware and software products. In his final keynote address at the event on Wednesday, Amazon’s devices chief Dave Limp showed off a demo of an updated Alexa that’s freshly equipped with features powered by generative AI.
Limp, a 13-year veteran of Amazon, plans to step down from his role later this year.
From an event space at its new second headquarters in northern Virginia, Amazon showed a montage in which Alexa users were seen asking an Echo smart speaker for information such as the “best dates to travel to Puerto Rico.” One man requested that Alexa tell him a story about balloons, before abruptly changing his mind and asking for a tale about Jell-O.
There were a few hiccups during Limp’s demo. At times, Alexa lagged in its response, and at a few points, Limp had to repeat his question to get an answer.
Amazon calls the new feature “Let’s chat,” and said it will be available as an “early preview” for existing Echo owners in the coming weeks.
The new Alexa will have a more humanlike voice and is able to hold more natural conversations without being prompted by a wake word. It will also learn about users with each new interaction.
Similar to ChatGPT or other generative AI applications, Alexa will be able to compose messages for users and send them on their behalf. As an example, Amazon showed an invitation that Alexa wrote to a friend, asking the person to come over for a football game.
Rohit Prasad, a senior vice president at Amazon and head scientist overseeing generative AI, gave another sports example.
“The Red Sox are my favorite team,” Prasad said. “Imagine if they won, then Alexa would respond in a joyful voice. If they lost, it will be empathetic to me.”
Amazon previewed ways it’s using AI to better operate smart homes. With upcoming Alexa updates, users will be able to make more conversational requests, like asking the voice assistant to make their lights “look spooky” or say “Alexa, there’s a mess in here,” prompting a robot vacuum to switch on and suck up crumbs.
Limp employed the phrase “AI hallucinations,” a term that describes mistakes made by AI models, to explain how Alexa would do better.
“It would be incredibly frustrating if it hallucinated and turned on the wrong light over and over again,” Limp said, adding that Amazon’s AI models are fine-tuned to be able to work with various smart home applications, so that when “you ask it to turn on the living room light, it’s able to execute that correctly.”
Amazon also debuted new hardware, including an updated Echo Show 8 smart speaker. The device uses computer vision to adjust its display based on where the user is standing in a room. If they’re farther away, it will show fewer items on screen, but as they move closer, it will show more detailed information. Amazon said the device costs $150 and will ship in October.
It also unveiled a $120 Fire TV sound bar that’s available starting Wednesday, and two new Fire TV Sticks that the company says are faster and feature upgraded processors.
Amazon showed a new feature coming to the Alexa App and Echo Hubs, called Map View, which is essentially a digital floor plan of a user’s home. The feature is designed to make it simpler for users to manage their smart home devices. It could also provide a wealth of valuable data for Amazon to understand how people organize their smart home. Amazon says it’s opt-in only, and users select which rooms they want to add to their floor plan. They’re able to delete the data at any time.
China’s artificial intelligencedevice market is already booming, and in the advanced technology race against the U.S., the country’s expertise in hardware could give it an edge.
“The advantage comes from the fundamental root that China is a nation of manufacturing,” Dr. Kai-Fu Lee, CEO of 01.AI and chairman of Sinovation Ventures, told CNBC. “Today, the competition is on the software, the models, the agents, the applications. But soon it will move to devices.”
Meta has sold millions of its smart glasses since introducing the specs in 2023, and the Chinese have caught on, with more than 70 Chinese companies creating competing products in the space.
Eyewear from companies such as Inmo and Rokid are sold worldwide. Xiaomi and Alibaba‘s are found only in China and are embedded with the tech giants’ own AI.
Alibaba’s DingTalk, a messaging platform for the workplace, this year released a credit card-sized AI gizmo meant for note-taking on the job.
The DingTalk A1 can record, transcribe, summarize and analyze speech from as far as 8 meters (26 feet) away, about the length of a large boardroom.
The device is similar to the Plaud Note, which is available in the U.S.
The device experimentation in China spans from the practical to the unconventional.
Chinese startup Le Le Gaoshang Education Technology released a “Native Language Star” brand translating gadget aimed at Chinese parents with limited English to teach English to their own children.
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The contraption, which is looped around the back of a user’s neck like a travel neck pillow and comes down toward the chest, has a sort of muzzle unit that goes over the mouth and mutes the user’s own voice.
The unit is embedded with Tencent and iFlyTek AI and is billed as a way to turn an English-speaking Chinese parent into a “laowai,” or foreigner. It retails for $420.
Having so many hardware touchpoints helps with adoption and with getting people used to the technology. It’s also a boost for companies to gather a war chest of data compared to other countries, analysts say.
“When you still hear people outside of China talking about what the future of the AI device might be, the market is full of AI devices here already,” tech consultant Tom van Dillen of Greenkern said at his office in Beijing. “This creates this feedback loop again to make the AI even better.”
Yet an edge in hardware is far from a guarantee to win the AI race, especially if China’s AI lacks appeal with global customers due to privacy or other issues, or if it falls well behind its counterparts in the U.S. or elsewhere.
“You really have to be that Apple iPhone to reap the most of the reward,” Lee cautioned, referencing late entrepreneur Steve Jobs’ invention that is often seen as one of the most transformative consumer products ever. “I think the China advantage for building the Apple iPhone for the AI age is that the capabilities are there — engineers and entrepreneurs, and so on. But it will still be a race.”
President Donald Trump on Monday said Nvidia will be allowed to ship its H200 artificial intelligence chips to “approved customers” in China and elsewhere, on the condition that the U.S. gets a 25% cut.
The policy “will support American Jobs, strengthen U.S. Manufacturing, and benefit American Taxpayers,” Trump wrote.
“The Department of Commerce is finalizing the details, and the same approach will apply to AMD, Intel, and other GREAT American Companies,” he added in the post.
The H200 is a higher-grade chip than the H20, but not the company’s top-of-the-line product.
Nvidia shares climbed earlier Monday on news that the Commerce Department was set to approve the China sales, but later pared those gains. The stock rose about 2% after hours.
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Nvidia (NVDA) and Advanced Micro Devices (AMD) stock prices
“We applaud President Trump’s decision to allow America’s chip industry to compete to support high paying jobs and manufacturing in America,” a spokesman from Nvidia told CNBC in a statement.
“Offering H200 to approved commercial customers, vetted by the Department of Commerce, strikes a thoughtful balance that is great for America,” the spokesman said.
Semiconductors, which are key components in nearly every category of electronics, are at the center of the AI race between the U.S. and China.
They have also played a role in the tumultuous trade relationship between the two economic superpowers.
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When Beijing imposed export controls on rare-earth minerals, which are used in the production of some high-end chips, the Trump administration threatened to massively increase tariffs on U.S. imports from China.
After meeting in South Korea in late October, Trump and Xi struck a tentative trade truce in which China committed to end “retaliation” against U.S. chipmakers, according to the White House.
Trump said after that meeting that he discussed the export of Nvidia chips with Xi.
Broadcom shares hit an all-time high during Monday’s trading session after the emergence of another encouraging sign that the company’s custom chips are all the rage on the AI scene. The newest development comes from the tech website, The Information, which said Microsoft could be looking to move its custom chip business from Marvell Technology to Broadcom. The report is the latest in a string of recent good news for Broadcom, which delivers quarterly earnings after Thursday’s close. Shares of Marvell were understandably falling more than 7%. Also weighing on Marvell stock was a note from Benchmark, in which the analysts call out with a “high degree of conviction” that Amazon may also be looking to move the development of future generations of its Trainium chips away from Marvell to AIchip, a Taiwanese designer. Taken together, Broadcom shareholders should feel good about the company’s standing in the custom AI market, as specialized silicon emerges as a competitor to Nvidia’s all-purpose AI chips, which have been the gold standard in running artificial intelligence workloads. At the same time, the weakening position of Marvell amplifies Broadcom as the go-to company for custom chips. The Information report, as it relates to Microsoft, comes after the success of Google’s tensor processing units, which were co-developed by Broadcom. The TPUs have been praised in recent weeks following the release of Gemini 3, the latest large language model from Alphabet ‘s Google. Gemini 3, which has leapt to the top of the app leaderboards, was trained and runs entirely on Google’s custom TPUs. A couple of weeks ago, The Information reported that Meta Platforms was thinking about using Google’s TPUs for its data centers in 2027. AVGO YTD mountain Broadcom YTD While it’s great to watch Broadcom’s share price climb, we don’t love it when a stock runs into an earnings release, as it indicates high expectations. We do understand the move, though, because all this news has made it clear that Broadcom’s custom silicon business is primed for further gains. We don’t expect to hear much about these latest two developments on the post-earnings call. We do, however, suspect that talk about custom chip demand will center around the interest Broadcom has been seeing following the launch of Gemini 3. Outside of custom chips, there will be high interest in Broadcom’s networking business, which has seen incredible growth over the past year, given the increased need for high-bandwidth networking solutions resulting from the explosion of AI adoption — especially with the introduction of reasoning models and agentic solutions. On the legacy front, we expect to see some gradual improvement, thanks in part to seasonality as the company’s wireless revenues are tightly linked with the iPhone sales cycle, given that Apple is the company’s primary wireless customer. As for software, we continue to expect strong growth and margin performance driven by VMware, and we will be interested to hear about any additional synergy and cross-selling opportunities the team has been working on. (Jim Cramer’s Charitable Trust is long AVGO, MSFT, AMZN, META. See here for a full list of the stocks.) As a subscriber to the CNBC Investing Club with Jim Cramer, you will receive a trade alert before Jim makes a trade. Jim waits 45 minutes after sending a trade alert before buying or selling a stock in his charitable trust’s portfolio. If Jim has talked about a stock on CNBC TV, he waits 72 hours after issuing the trade alert before executing the trade. THE ABOVE INVESTING CLUB INFORMATION IS SUBJECT TO OUR TERMS AND CONDITIONS AND PRIVACY POLICY , TOGETHER WITH OUR DISCLAIMER . NO FIDUCIARY OBLIGATION OR DUTY EXISTS, OR IS CREATED, BY VIRTUE OF YOUR RECEIPT OF ANY INFORMATION PROVIDED IN CONNECTION WITH THE INVESTING CLUB. NO SPECIFIC OUTCOME OR PROFIT IS GUARANTEED.