‘Alright mate?’: Amazon pins UK hopes on AI upgrade of Alexa

Long-awaited Alexa+ aims to get Britons re-engaging with their devices - but it may have its work cut out

Commiserations, mate, Chelsea lost 3-0 in the Champions League last night against Paris Saint-Germain," says Alexa as it attempts to break the news gently to an awaiting Blues fan. Such is the injection of personality and understanding that Amazon hopes will lead to Britons re-engaging with their millions of Alexa devices, restoring it to the cutting edge of voice assistants rather than resigned to being a glorified egg timer.

After its early access launch last year in the US, the long-awaited generative AI upgrade Alexa+ is finally making its debut in the UK, supporting eight years of existing devices strewn through more than half of UK households. With the UK being Amazon's most engaged market and more than 40 accents to contend with across the UK and Ireland, the next-generation ambient AI assistant" has its work cut out for it.