Amazon is reportedly shifting focus to improve Alexa, moving from ambitious generative AI features to a more practical approach that prioritises user convenience. Recent reports, including one from Business Insider, suggest that Amazon is forming partnerships with companies like Uber, Ticketmaster, OpenTable, GrubHub, and Instacart. The aim? To make Alexa smarter and better at completing real-world tasks such as booking rides, ordering food, and reserving tables.
This marks a potential shift from Alexa’s reliance on third-party “Skills,” with Amazon planning to integrate these services more directly into the assistant. Unlike Skills, which often redirect users to external platforms, the new version of Alexa aims to handle tasks entirely within its system. For instance, if you ask Alexa to reorder your favourite pizza, your GrubHub account can place the order without additional input.
A smarter Alexa that comes at a cost
Amazon has indicated that this revamped Alexa might have a premium price tag. Alexa could provide faster, more efficient assistance by building seamless integrations with partner companies. According to Business Insider, these partnerships would allow Amazon to designate specific companies as the “primary option” for handling tasks.
While the partnerships are not yet finalised, Amazon focuses on usability over innovation for innovation’s sake. This pragmatic strategy contrasts with the hype surrounding generative AI, which has been met with mixed results across the tech industry. A spokesperson for Amazon noted that product development often includes ideas that may not fully translate to the final version, leaving room for adjustments before Alexa’s upgraded capabilities are released.
The shift to practical solutions may also involve leveraging Application Programming Interfaces (APIs) instead of generative AI. APIs are widely used and proven to streamline data-sharing between platforms, making Alexa’s interactions with services smoother and more reliable.
A refined approach for better user experience
Despite these promising developments, there are some drawbacks. By relying on partnerships, Alexa’s new capabilities could be limited to the services included in its network. For example, your local restaurant may not benefit from these integrations if it’s not part of Amazon’s partner list.
Amazon reportedly aims to onboard around 200 partner companies by the third quarter of next year. This approach prioritises reliability over flashy new features. By prioritising seamless task completion, Amazon could create a voice assistant that simplifies daily routines without the unpredictability that sometimes accompanies generative AI tools.
While technical specifics remain unclear, the goal is clear: improve Alexa at what it already does rather than reinvent the concept of a digital assistant. This practical upgrade could be a game-changer for many users, especially for tasks like food delivery, booking services, and ticketing.
If successful, Alexa’s evolution could set a new standard for voice assistants, proving that sometimes the simplest improvements are the most impactful.
