Amazon is rolling out AI voice search to its Fire TV devices, aiming to enhance the user experience by allowing Alexa to answer open-ended questions about content. This new feature, powered by a custom large language model (LLM), is part of Amazon's broader strategy to infuse generative AI into its decade-old voice assistant technology. Despite the potential, early reviews suggest that the AI-powered search still needs improvement, with some users finding the results disappointing. The rollout marks a significant step in Amazon's efforts to leverage AI to improve its products and services. The development has been covered by Lauren Forristal and Allison Johnson from The Verge.