Amazon to Unveil AI-Powered Alexa at Feb. Event, Says Report

Amazon is preparing to launch a new AI-powered version of Alexa, with executives set to make a final decision at a “Go/No-go” meeting on February 14, according to people familiar with the matter and internal documents seen by Reuters.

Sources say the new Alexa will be smarter, capable of remembering user preferences, making personalized recommendations, and handling multiple requests in a single conversation. For example, a user could start ordering a hamburger and later modify it before placing the order—something today’s Alexa cannot do.

Initially, Amazon will release the AI-powered Alexa to a limited number of users for free, but the company has considered charging $5 to $10 USD per month in the future, the sources said. It would be interesting if a generative AI Alexa would be included free if you are a Prime member. Or maybe the service will be free for one year with a new Alexa device purchase?

Joanna Stern from the WSJ shared a picture of the media invite received today that just says, “join us”.

Amazon devices and services event announced for Feb. 26. AI-exa? Is that you? pic.twitter.com/BAQENitTOj

— Joanna Stern (@JoannaStern) February 5, 2025

Meanwhile, Amazon will continue offering “Classic Alexa” for free, but one insider noted that the company has stopped adding new features to it. This is basically the dumb Alexa that is like Siri, which we just use to play music or set timers and such.

With Apple Intelligence and a revamped Siri expected this spring, you can bet Amazon wants Alexa to get a jump ahead.

The new Alexa will be compatible with existing Alexa devices, the sources confirmed. It will also rely, at least in part, on AI software from Anthropic, a startup in which Amazon has invested $8 billion, according to people familiar with the project.

Amazon has not officially confirmed these details, but a company spokesperson described the February 14 event as an “Alexa-focused” meeting without providing further comment.

This afternoon, Amazon invited media to its a special event set for February 26, 2025, in New York City.