Amazon Takes a Smarter, Conversational Alexa+ to Users in the U.K.

Amazon has started rolling out Alexa Plus in the U.K, six months after announcing plans to introduce the AI-powered assistant in the country. According to TechCrunch, the U.K. becomes the first country to receive Alexa+ in Europe. British users will get free early access to Alexa following the launch.

“Starting March 19, Alexa+ will be available across Britain as part of an Early Access program, with hundreds of thousands of customers expected to receive invitations in the coming weeks,” Amazon stated on its website.

A Natural, Context-Aware AI Assistant

The AI-powered assistant is more conversational and context-aware. Users can switch topics without having to repeat wake words. Alexa+ can respond to any question and help users with complex tasks. The new AI assistant integrates seamlessly with a range of Amazon devices, enabling users to continue conversations across different devices.

The AI-powered voice assistant “remembers the context of conversations so you can seamlessly pick up wherever you left off, whether that be on an Echo device, Fire TV, in the Alexa app, or soon on the browser,” Amazon added.

In the U.K., the smart home assistant has been customized to suit the local context. Amazon said that Alexa+ can understand common British words or phrases like “knackered” and “it’s nippy”.

“Local teams, including engineers, linguists, and speech scientists at Amazon’s Tech Hub in Cambridge, U.K, have used different techniques, such as reinforcement learning, accent-neutral speech representations, and regional embeddings, to make sure Alexa+ genuinely understands British customers,” the company noted.

Subscription to Apply After Early Access Program

Amazon plans to send Early Access program invites to users who purchase the new Amazon Echo. The company did not reveal when the program will end. However, only Prime subscribers will have free access to the Alexa Plus generative AI assistant once the program ends. For non-Prime subscribers, a monthly fee of £19.99 will apply.

Alexa+ comes to the U.K. more than a year after Amazon revealed the upgraded voice assistant featuring custom personality styles. Powered by generative AI, Alexa+ features expanded capabilities designed to make it more useful in everyday life.

The new version can also handle a wider range of tasks, including booking restaurant tables, managing calendars, and processing multiple commands. When integrated with services like Just Eat and OpenTable, Alexa+ can order takeaways.

What More Does Alexa+ Offer?

With Alexa+, U.K. users can access up-to-date news from a range of publishers, including Reach, The Independent, The Guardian, Press Association and Future Publishing.

Alexa+ also offers expanded smart home capabilities to British users. The AI assistant can interpret natural cues. For instance, Alexa+ can lower the temperature when you say you’re cold or dim the lights if a room feels too bright without requiring explicit commands.

For Amazon, development of Alexa+ has not been smooth. The company discontinued

Alexa voice recording weeks after revealing the upgraded version as data privacy concerns emerged.