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Alexa Plus is aiming higher with a new superhero Super Bowl spot and a US-wide launch, including a free version for any app user.
Amazon rolled out an automatic upgrade to its Alexa virtual assistant. Alexa+ has new voices and new features.
Chris Hemsworth and Elsa Pataky star in a Super Bowl ad turning AI fear into comedy with Ultron-style Alexa energy.
Amazon had been using a mix of its own models and those from OpenAI rival Anthropic to power Alexa+. Will a pivot to OpenAI's tech finally deliver an updated Alexa that wows users?
Amazon bets on celebrities and humor to promote Alexa+.
CNBC's Becky Quick reports on the latest news from Amazon.