Amazon is upgrading its decade-old Alexa voice assistant with generative artificial intelligence and plans to charge a monthly subscription fee to offset the cost of the technology, according to people with knowledge of Amazon’s plans.
The Seattle-based tech and retail giant will launch a more conversational version of Alexa later this year, potentially positioning it to better compete with new generative AI-powered chatbots from companies including Google and OpenAI, according to two sources familiar with the matter, who asked not to be named because the discussions were private. Amazon’s subscription for Alexa will not be included in the $139-per-year Prime offering, and Amazon has not yet nailed down the price point, one source said.
Amazon declined to comment on its plans for Alexa.
While Amazon wowed consumers with Alexa’s voice-driven tasks in 2014, its capabilities could seem old-fashioned amid recent leaps in artificial intelligence. Last week, OpenAI announced GPT-4o, with the capability for two-way conversations that can go significantly deeper than Alexa. For example, it can translate conversations into different languages in real time. Google launched a similar generative-AI-powered voice feature for Gemini.
Some interpreted last week’s announcements as a threat to Alexa and Siri, Apple‘s voice assistant feature for iPhones. NYU professor Scott Galloway called the updates the “Alexa and Siri killers” on his recent podcast. Many people use Alexa and Siri for basic tasks, such as setting timers or alarms and announcing the weather.
The development of new AI chatbots in recent months has increased the pressure internally on a division that was once seen as a darling of Amazon founder Jeff Bezos, according to the sources — but has been subject to strict profit imperatives since his departure.
Three former employees pointed to Bezos’ early obsession with Alexa, describing it as his passion project. Attention from Bezos resulted in more dollars and less pressure to make a return on those funds immediately.
That changed when Andy Jassy took over as CEO in 2021, according to three sources. Jassy was charged with rightsizing Amazon’s business during the pandemic, and Alexa became less of a priority internally, they said. Jassy has been privately underwhelmed with what modern-day Alexa is capable of, according to one person. The Alexa team worried they had invented an expensive alarm clock, weather machine and way to play Spotify music, one source said.
For instance, Jassy, an avid sports fan, asked the voice assistant the live score of a recent game, according to a person in the room, and was openly frustrated that Alexa didn’t know an answer that was so easy to find online.
When reached for comment, Amazon pointed to the company’s annual shareholder letter released last month. In it, Jassy mentioned that the company was building a “substantial number of GenAI applications across every Amazon consumer business,” adding that that included “an even more intelligent and capable Alexa.”
The team is now tasked with turning Alexa into a relevant device that holds up amid the new AI competition, and one that justifies the resources and headcount Amazon has dedicated to it. It has undergone a massive reorganization, with much of the team shifting to the artificial general intelligence, or AGI, team, according to three sources. Others pointed to bloat within Alexa, a team of thousands of employees.
As of 2023, Amazon said it had sold more than 500 million Alexa-enabled devices, giving the company a foothold with consumers.
Alexa, were you too early?
Apple, Amazon and Google were early movers with their voice assistants, which did employ AI. But the current wave of advanced generative AI enables much more creative, human-sounding interactions. Apple is expected to unveil a more conversational Siri at its annual developers conference in June, according to The New York Times.
Those who worked on the Alexa team describe it as a great idea that may have been too early, and that it’s going to be hard to turn the ship around.
There’s also the challenge of finding AI engineering talent, as OpenAI, Microsoft and Google recruit from the same pool of academics and tech talent. Plus, generative AI workloads are expensive thanks to the hardware and computing power required. One source estimated the cost of using generative AI in Alexa at 2 cents per query, and said a $20 price point was floated internally. Another suggested it would need to be in a single-digit dollar amount, which would undercut other subscription offerings. OpenAI’s ChatGPT charges $20 per month for its advanced models.
Still, they point to Alexa’s installed user base, with devices in hundreds of millions of homes, as an opportunity. Those who worked on Alexa say the fact that it’s already in people’s living rooms and kitchens makes the stakes higher, and mistakes more costly if Alexa doesn’t understand a command or provides unreliable information.
Amazon has been battling a perception that it’s behind in artificial intelligence. While it offers multiple AI models on Amazon Web Services, it does not have a leading large language model to unseat OpenAI, Google or Meta. Amazon spent $2.75 billion backing AI startup Anthropic, its largest venture investment in the company’s three-decade history. Google also has an Anthropic investment and partnership.
Amazon will use its own large language model, Titan, in the Alexa upgrade, according to a source.
Bezos is among those who have voiced concern that Amazon is behind in AI, according to two sources familiar with him. Bezos is still “very involved” in Amazon’s AI efforts, CNBC reported last week, and has been sending Amazon executives emails wondering why certain AI startups are picking other cloud providers over AWS.
Nvidia is developing software that could provide location verification for its AI graphics processing units (GPUs), a move that comes as Washington ramps up efforts to prevent restricted chips from being used in countries like China.
The opt-in service uses a client software agent that Nvidia chip customers can install to monitor the health of their AI GPUs, the company said in a blog post on Wednesday.
Nvidia also said that customers “will be able to visualize their GPU fleet utilization in a dashboard, globally or by compute zones — groups of nodes enrolled in the same physical or cloud locations.”
However, Nvidia told CNBC in a statement that the latest software does not give the company or outside actors the ability to disable its chips.
“There is no kill switch,” it added. “For GPU health, there are no features that allow NVIDIA to remotely control or take action on registered systems. It is read–only telemetry sent to NVIDIA.”
Telemetry is the automated process of collecting and transmitting data from remote or inaccessible sources to a central location for monitoring, analysis and optimization.
The ability to locate a device depends on the type of sensor data collected and transmitted, such as IP-based network information, timestamps, or other system-level signals that can be mapped to physical or cloud locations.
A screenshot of the software posted on Nvidia’s blog showed details such as the machine’s IP address and location.
A screenshot of the software posted on Nvidia’s blog showed details such as the machine’s IP address and location.
Nvidia blog screenshot | Opt-In NVIDIA Software Enables Data Center Fleet Management
Lukasz Olejnik, a senior research fellow at the Department of War Studies, King’s College London, said that while Nvidia indicated that its GPUs do not have hardware tracking technology, the blog did not specify if the data “uses customer input, network data, cloud provider metadata, or other methods.”
“In principle, also, the sent data contains metadata like network address, which may enable location in practice,” Olejnik, who is also an independent consultant, told CNBC.
The software could also detect any unexpected usage patterns that differ from what was declared, he added.
The latest features from Nvidia follow calls by lawmakers in Washington for the company to outfit its chips with tracking software that could help enforce export controls.
Those rules bar Nvidia from selling its more advanced AI chips to companies in China and other prohibited locations without a special license. While Trump has recently said he plans to roll back some of these export restrictions, those on Nvidia’s cutting-edge chips will remain in place.
In May, Senator Tom Cotton and a bipartisan group of eight lawmakers introduced the Chip Security Act, which, if passed, would mandate security mechanisms and location verification in advanced AI chips.
“Firms affected by U.S. export controls or China-related restrictions could use the system to verify and prove their GPU fleets remain in approved locations and state, and demonstrate compliant usage to regulators,” Olejn noted.
“That could actually help in compliance and indirectly on investment outlook positively.”
Pressure on Nvidia has intensified after Justice Department investigations into alleged smuggling rings that moved over $160 million in Nvidia chips to China.
However, Chinese officials have pushed back, warning Nvidia against equipping its chips with tracking features, as well as “potential backdoors and vulnerabilities.”
Following a national security investigation into some of Nvidia’s chips to check for these backdoors, Chinese officials have prevented local tech companies from purchasing products from the American chip designer.
Despite a green light from U.S. President Donald Trump for Nvidia to ship its previously restricted H200 chips to China, Beijing is reportedly undecided about whether to permit the imports.
Oracle shares plummeted 11% in premarket trading on Thursday, extending yesterday’s losses after the firm reported disappointing results.
The cloud computing and database software maker reported lower-than-expected quarterly revenue on Wednesday, despite booming demand for its artificial intelligence infrastructure. Its revenue came in at $16.06 billion, compared with $16.21 billion expected by analysts, according to data compiled by LSEG.
It dragged other AI-related names down with it. Chip darling Nvidia was last seen down 1.5% in premarket trading, memory and storage firm Micron was 1.4% lower, tech heavyweight Microsoft dipped 0.9%, cloud company Coreweave slid 3% and AMD was 1.3% in negative territory.
Oracle has been the subject of much market chatter since raising $18 billion in a jumbo bond sale in September, marking one of the largest debt issuances for the tech industry on record. The name shot onto investor agendas when it inked a $300 billion deal with OpenAI in the same month. Oracle made further moves into cloud infrastructure, where it battles Big Tech names such as Amazon, Microsoft and Google for AI contracts.
Global investors have questioned Oracle’s aggressive AI infrastructure build-out plans and whether it needs such a colossal amount of debt to execute, though other tech firms have also recently issued corporate bonds.
Oracle specifically has secured billions of dollars of construction loans through a consortium of banks tied to data centers in New Mexico and Wisconsin. The firm will raise roughly $20 billion to $30 billion in debt every year for the next three years, according to estimates by Citi analyst Tyler Radke.
Its share price has moved 34% higher year-to-date despite recent losses.
Google DeepMind, the tech giant’s AI unit, unveiled plans for its first “automated research lab” in the U.K. as it signs a partnership that could lead to the company deploying its latest models in the country.
The AI company will open the lab, which will use AI and robotics to run experiments, in the U.K. next year. It will focus on developing new superconductor materials, which can be used to develop medical imaging tech, alongside new materials for semiconductors.
British scientists will gain “priority access” to some of the world’s most advanced AI tools under the partnership, the U.K. government said in its announcement.
Founded in London in 2010 by Nobel prize winner Demis Hassabis, DeepMind was acquired by Google in 2014, but has retained a large operational base in the U.K. The company has made several breakthroughs considered crucial to advancing AI technology.
The partnership could also lead to DeepMind working with the government on AI research in areas like nuclear fusion and deploying its Gemini models across government and education in the U.K, the government said.
“DeepMind serves as the perfect example of what UK-US tech collaboration can deliver – a firm with roots on both sides of the Atlantic backing British innovators to shape the curve of technological progress,” said U.K. Technology Secretary Liz Kendall in a statement.
“This agreement could help to unlock cleaner energy, smarter public services, and new opportunities which will benefit communities up and down the country,” she said.
“AI has incredible potential to drive a new era of scientific discovery and improve everyday life,” said Hassabis.
“We’re excited to deepen our collaboration with the UK government and build on the country’s rich heritage of innovation to advance science, strengthen security, and deliver tangible improvements for citizens.”
The U.K. has been racing to sign deals with major tech companies as it tries to build out its AI infrastructure and public deployment of the technology, since the publication of a national strategy for AI in January.
Microsoft, Nvidia, Google and OpenAI announced plans to funnel over $40 billion of investment into new AI infrastructure in the country in September, during a state visit by U.S. President Donald Trump.