Amazon launches gen AI-powered Alexa+ in India
Amazon has launched Alexa+, a generative AI-powered assistant in India that supports English, Hindi, and Hinglish. The service is designed to understand cultural nuances and context, and it integrates with various Amazon devices and services.
Why it matters
This launch represents a significant push to localize generative AI for the Indian market, focusing on linguistic diversity and household integration.
Amazon on Wednesday launched its new generative AI-powered personal assistant Alexa+ in India that claims to better understand context and natural conversation in English, Hindi, and Hinglish, with more Indian languages to follow soon.
It is available for free under early access across eligible Echo smart speakers, smart displays, Fire TV streaming devices, and the Alexa mobile app with browser access coming soon.
Amazon said that this new conversational assistant can better understand Indian style of speaking. “Teams of scientists, linguists, and engineers across Bangalore, Hyderabad, Pune, and Chennai developed core Alexa+ technology: from speech recognition tuned for the acoustics of real Indian homes to language models that handle code: mixed Hinglish and culturally nuanced requests.”
Alexa+ is based on Amazon Bedrock, using new architecture that connects over 70 large language models including Amazon-made models and models from Anthropic to hundreds of services and devices.
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