After a lengthy delay, Amazon has finally jumped on the same AI chatbot bandwagon as everyone else. At an event in New York on Wednesday, Amazon lifted the veil off of the new AI-enhanced version of its Alexa voice assistant, called Alexa+.

Amazon is finally launching the long-awaited generative AI version of Alexa — Alexa Plus — that, if all goes well, will take away much of the friction that comes with talking to a speaker to control your smart home or getting info on the fly.

Amazon on Wednesday unveiled a generative-AI infused Alexa that it says will allow the popular voice assistant to have more personality, check a user’s tone and even plan romantic dates. But unlike before,

The effort carries significant weight at Amazon, which has plowed billions of dollars into Alexa since its launch in 2014.

Ten years after Amazon debuted its virtual assistant, Alexa is finally being upgraded for the generative AI age. Meet Alexa+.