Amazon’s AI-powered Alexa to be powered by Anthropic's Claude
By MYBRANDBOOK
Amazon's revamped Alexa will be powered primarily by Anthropic's Claude artificial intelligence models, rather than its own AI. Alexa will use powerful generative AI to answer complex queries, while still offering the "Classic" voice assistant for free. The initial versions of the new Alexa using in-house software struggled for words, sometimes taking six or seven seconds to acknowledge a prompt and reply. That's why Amazon turned to Claude.
Amazon's minority stake in Anthropic, a $4 billion investment made last year, is currently under scrutiny by UK competition regulators. The investment promised early access to Anthropic's AI technology for Amazon customers.
The development of the new Alexa, codenamed "Remarkable Alexa," has encountered several obstacles since its announcement last September. Reports indicate that the division has been plagued with both technical and bureaucratic issues. This is occurring as Amazon's current voice assistant, although still leading the market, contends with rising competition from alternatives such as OpenAI's Advanced Voice Mode for ChatGPT, Google Gemini's voice chat mode, and Apple's forthcoming Apple Intelligence update for Siri.
Despite delays, Remarkable Alexa is expected to launch in mid-October. According to The Washington Post, anticipated features include AI-generated daily news summaries, a child-focused chatbot, and conversational shopping tools. Reuters previously reported in June that Amazon was considering a $5 to $10 monthly subscription for the new Alexa to achieve profitability while retaining the current "Classic Alexa" as a free service.
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