The previously announced generative AI version of Amazon’s Alexa voice assistant “will be powered primarily by Anthropic’s Claude artificial intelligence models,” Reuters reported today. This comes after challenges with using proprietary models, according to the publication, which cited five anonymous people “with direct knowledge of the Alexa strategy.”
Amazon demoed a generative AI version of Alexa in September 2023 and touted it as being more advanced, conversational, and capable, including the ability to do multiple smart home tasks with simpler commands. Gen AI Alexa is expected to come with a subscription fee, as Alexa has reportedly lost Amazon tens of billions of dollars throughout the years. Earlier reports said the updated voice assistant would arrive in June, but Amazon still hasn’t confirmed an official release date.
Now, Reuters is reporting that Amazon will no longer use its own large language models as the new Alexa’s primary driver. Early versions of gen AI Alexa based on Amazon’s AI models “struggled for words, sometimes taking six or seven seconds to acknowledge a prompt and reply,” Reuters said, citing one of its sources. Without specifying versions or features used, Reuters’ sources said Claude outperformed proprietary software.
In a statement to Reuters, Amazon didn’t deny using third-party models but claimed that its own tech is still part of Alexa:
Amazon uses many different technologies to power Alexa.
When it comes to machine learning models, we start with those built by Amazon, but we have used, and will continue to use, a variety of different models—including (Amazon AI model) Titan and future Amazon models, as well as those from partners—to build the best experience for customers.
Amazon has invested $4 billion in Anthropic (UK regulators are currently investigating this). It’s uncertain if Amazon’s big investment in Anthropic means that Claude can be applied to Alexa for free. Anthropic declined to comment on Reuters’ report.
The new Alexa may be delayed
On Monday, The Washington Post reported that Amazon wants to launch the new Alexa in October, citing internal documents. However, Reuters’ sources claimed that this date could be pushed back if the voice assistant fails certain unspecified internal benchmarks.
The Post said gen AI Alexa could cost up to $10 per month, according to the documents. That coincides with a June Reuters report saying that the service would cost $5 to $10 per month. The Post said Amazon would finalize pricing and naming in August.
But getting people to open their wallets for a voice assistant already associated with being free will be difficult (free Alexa is expected to remain available after the subscription version releases). Some Amazon employees are questioning if people will really pay for Alexa, Reuters noted. Amazon is facing an uphill battle with generative AI, which is being looked at as a last shot for Alexa amid big competition and leads from other AI offerings, including free ones like ChatGPT.
In June, Bank of America analysts estimated that Amazon could make $600 million to $1.2 billion in annual sales with gen AI Alexa, depending on final monthly pricing. This is under the assumption that 10 percent of an estimated 100 million active Alexa users (Amazon says it has sold 500 million Alexa-powered gadgets) will upgrade. But analysts noted that free alternatives would challenge the adoption rate.
The Post’s Monday report said the new Alexa will try winning over subscribers with features like AI-generated news summaries. This Smart Briefing feature will reportedly share summaries based on user preferences on topics including politics, despite OG Alexa’s previous problems with reporting accurate election results. The publication also said that gen AI Alexa would include “a chatbot aimed at children” and “conversational shopping tools.”
