Amazon is planning to give its Alexa voice assistant a significant upgrade by integrating generative AI features, CNBC reported. This AI-driven overhaul is expected to make Alexa more conversational and capable of advanced interactions. To support the cost of these enhancements, Amazon will introduce a monthly subscription fee for the upgraded Alexa service, which will be separate from the existing $139 per year Prime membership. The new version of Alexa is anticipated to launch later this year. This move is seen as a response to competitive pressures from other AI-powered voice assistants, such as Google's Assistant and OpenAI's ChatGPT. Reports indicate that there are over 71 million Alexa users, and leveraging this existing user base could be a significant revenue driver for Amazon. CEO Andy Jassy, who joined the company in 2021, was reportedly unimpressed with Alexa’s capabilities, prompting the need for this update.