Alexa+ debuts in Italy: Generative AI officially enters our homes

Amazon has officially ushered in a new era for smart-home technology in our country with the launch of Alexa+, the enhanced version of its renowned voice assistant, now based entirely on generative artificial intelligence.

Available today in Early Access, this feature is not just a simple update, but a complete transformation of the interaction between the user and the renowned voice assistant. After more than 40 billion interactions recorded over the last three years in Italy, Alexa evolves to become an even more integrated companion, capable of understanding real daily needs through a more human and conversational approach.

Alexa+ now available in Italy: the new personal assistant based on generative artificial intelligence is here

The main innovation of Alexa+ lies in its ability to sustain extremely natural and fluid conversations. Thanks to the integration of advanced language models via Amazon Bedrock, the assistant is now able to understand incomplete thoughts, idioms and articulated requests without the need to use rigid commands or repeatedly saying the wake word.

This new architecture transforms Alexa into a true operating assistant that can act concretely in the real world: it can manage bookings via TheFork, suggest personalized gifts or adjust the home climate based on simple colloquial observations such as “Alexa, make it warmer here”.

Personalization is another fundamental pillar, as the system learns the dietary preferences, musical tastes and habits of every family member, distinguishing voices and even adapting the tone of the conversation based on context, such as the excitement for the victory of your favorite team.

An important benefit for the local market is that Alexa+ was designed specifically for Italy at the Turin Research and Development Center. Italian scientists and engineers worked to ensure that artificial intelligence understood not only the language, but also the cultural nuances, dialects and references to our countryu2019s culinary or sporting traditions.

The user experience is also characterized by a total continuity: you can start a search in the kitchen on an Echo device and continue it on your smartphone or via a browser on Alexa.com without losing the thread of the conversation. Regarding security, Amazon has kept privacy at the center, offering a dedicated dashboard where users can manage their interactions and voice recordings with complete transparency.

How much does Alexa+ cost? Prices, subscriptions and benefits for Amazon customers

In conclusion, the arrival of Alexa+ marks a turning point in how assistive technology serves people, making the smart home an increasingly empathetic and proactive environment.

During the Early Access phase, the service is offered free to all users. Subsequently, Alexa+ will be available at €22.99 per month, but will remain included at no additional cost for all Amazon Prime subscribers.

How to participate in Alexa's Early Access

Alexa+ in Early Access is available in Italy today. In the coming weeks, Amazon will invite Italian customers to join the Early Access program, gradually expanding access. There are two other ways to access:

• Purchase any Echo device for immediate access – in particular, Echo Show 11, Echo Show 8, Echo Dot Max, and Echo Studio are devices designed specifically to support next-generation experiences based on generative artificial intelligence, with greater processing power, memory and edge computing;
• Who already owns a compatible Echo device, can sign up at amazon.it/nuovalexa to express their interest in Alexa+ Early Access and to be included in future invitations.