By Samuel Gibbs
Publication Date: 2026-03-19 06:00:00
“Sorry mate, Chelsea lost 3-0 to Paris Saint-Germain in the Champions League last night,” says Alexa, trying to gently break the news to a waiting Blues fan. Amazon hopes the injection of personality and understanding will get Brits re-engaging with their millions of Alexa devices and bringing them back up to speed with voice assistants, rather than resigning themselves to being a glorified egg timer.
Following its early access launch in the US last year, the long-awaited generative AI upgrade Alexa+ is finally making its UK debut, supporting eight-year-old devices scattered across more than half of UK households. With the UK being Amazon’s most active market and there being more than 40 accents in the UK and Ireland, the next-generation Ambient AI Assistant has its work cut out for it.
The service will be available immediately for new purchases of Amazon’s latest generation of Echo and Show devices, with an invitation system in…
