At an event in New York on Wednesday, Amazon announced an upgraded Alexa experience — Alexa+ — powered by generative AI technologies. Onstage, Amazon’s devices and services chief Panos Panay called it a “complete re-architecture” of the AI assistant.

Alexa with artificial intelligence. The rollout is the biggest overhaul of the voice-activated assistant since Amazon introduced it more than a decade ago. The move is a test of whether the company and its new devices czar,

Amazon is aiming to catch up in generative artificial intelligence and to reboot its virtual assistant, which has been leapfrogged by powerful chatbots.