Amazon launched Alexa+, its voice assistant enhanced with generative artificial intelligence, in Brazil last Thursday, the 17th. This new version was already operating in nine nations, including Germany, Austria, Canada, Spain, the United States, France, Italy, Mexico and the United Kingdom. The technology giant plans to expand Alexa+ to ten more countries by the end of this year, with support for multiple languages in markets such as the USA (English and Spanish) and Canada (English and French), and adapted to Brazilian Portuguese upon arrival in the country.
Alexa+’s speed of implementation stands in stark contrast to its predecessor’s trajectory. Michele Butti, international vice president at Alexa, revealed that the original version of the assistant, based on deterministic artificial intelligence, took a decade to reach its current global coverage in several countries and languages. Amazon is now preparing for an ambitious expansion, seeking to bring generative AI to ten new markets in just a few months, highlighting the power and agility of the new technology.
The executive attributed the rapid acceptance and accelerated pace of launch to the robustness of the underlying technology. Butti expressed confidence that Alexa+ could even reach nations where the previous version of the assistant was not present or even where Amazon does not yet sell products directly, citing regions in Latin America as potential foci.
“Even without the direct sale of devices or the explicit offering of Alexa, we already have a solid customer base in Latin American nations such as Argentina and Colombia,” stated the vice president. He highlighted existing partnerships with local media outlets in Colombia for the delivery of customized content, indicating that the arrival of Alexa+ throughout Latin America is a very real and rapid possibility.
How Alexa+ with AI reaches Brazilian users
The smart assistant Alexa+ had its pre-presentation to the press last Wednesday, the 17th, and was officially made available in Brazil the following Thursday. However, this initial phase is “early access”, operating as an exclusive pilot program for users who have devices capable of interacting with the new artificial intelligence.
Talita Bruzzi Taliberti, country manager for Alexa in Brazil, informed that the vast majority of Amazon equipment, specifically those from the Echo and Fire TV line, already sold in the country, are compatible with Alexa+, representing 98% of the installed base. Only 2% of devices, made up of older models such as Echo Buds headphones, will not have immediate support. For devices made by other companies, such as televisions, Amazon plans a separate expansion process.
In addition to its presence in hardware, the new Alexa+ functionality will be available in the assistant’s dedicated application, compatible with Android and iOS systems. The application underwent a complete redesign to integrate and optimize the experience with generative artificial intelligence.
During the launch event, Amazon illustrated the versatility of the new technology through ten demonstrations across three distinct categories of use. The features range from music selection and entertainment suggestions (films and series), to home automation management and text composition. One of the highlights is the ability to make purchases on the company’s marketplace, allowing the user to monitor values and create personalized lists through voice commands.
The user experience with Alexa+ offers fluidity, making it possible to start a search on a device like the Echo Show and complete the interaction on your smartphone. Initially, there are no restrictions on daily usage or token count. The only technical limitation imposed refers to the maximum size of files that can be processed by the assistant, limited to 25 MB per document, including photos or videos.
To ensure security and personalization, the assistant integrates features such as visual and voice ID recognition, allowing you to identify each family member. Additionally, a privacy panel has been incorporated so that users can manage and control access and information.
Integration with various services and the future of partnerships
- Audio and video streaming:Amazon Music, Spotify, Deezer, Apple Music, Audible, Prime Video, Netflix and Claro Música.
- Smart Home Solutions:Positivo, Intelbras, Elgin and i2Go.
- Sources of news and information:Folha de São Paulo, UOL, G1, Estadão, Trip Advisor, Nestlé Recipes and CBN.
- Trips:Gol Linhas Aéreas and ClickBus.
- Residential Services:Porto Seguro, for its insured customers.
- Entertainment:FeverUp, to purchase tickets.
Michele Butti explained that Amazon aims to continually expand the ecosystem of applications and services associated with Alexa+. He highlighted that the interaction between the assistant and partner applications will now be managed directly through APIs (Application Programming Interfaces), an evolution that replaces the old skills system.
With this new model, Alexa activates the partner’s API as soon as a service or application is requested by the user, delivering the result through a natural and intuitive conversation. Butti emphasized that this moment marks the assistant’s “first day” in its new phase, and that Amazon will continue to explore and test different interaction formats.
When asked about Amazon’s potential integration with banking services, such as making Pix transfers through Alexa+, the assistant’s vice president clarified that the company has no intention of competing in the financial sector. However, he highlighted the openness for financial institutions to integrate with the platform, expanding the possibilities for users.