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Amazon’s new Alexa+ is pretty good — but is that enough in the ChatGPT age?

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I’m going to start with a caveat from the top: This is not a formal product review. That’s not my background nor expertise, and if that’s what you are looking for, you are likely to walk away at least a little bit disappointed. 

What this is, is a first impression based on hands-on experience with the new Alexa from someone who was once a consistent user of Amazon’s original voice assistant. Back then, I relied on Alexa for the kind of straightforward things many of us did every day: playing music, checking the weather, requesting sports scores, setting timers, and answering the types of questions that grade-school kids would get a kick out of (“Alexa, who would win a battle between a lion and a snow leopard?”). But over the years, Alexa’s performance seemed to deteriorate– it had more trouble understanding basic requests and definitely could not hold a conversation like popular AI chatbots could.  Eventually, my family’s interest—and patience—waned.

So I’ve been waiting for a new and improved Alexa for quite some time, and when I recently received an invitation offering “early access” to the beta version of Alexa+, I was eager to take it for a verbal spin.

It’s worth noting that Amazon first announced what would become Alexa+ back in September of 2023, but the launch has been repeatedly held up amid “structural dysfunction and technological challenges,” as Fortune reported last June, and later by issues related to how slow the assistant was to respond to commands or complete actions. In February, Amazon finally unveiled details of Alexa+ at a splashy launch event, but did not launch the service widely at the time; instead, it’s been rolling out Alexa+ little by little, in a phased approach (Amazon says that millions of people now have access to Alexa+). Prime members don’t pay anything for the Alexa upgrade, but non-members will pay around $20 a month after the official launch, the company has said. For now, early access is free to Prime and non-Prime members alike. The company has not formally announced an official full public launch date.

I’ve spent some time over the last few weeks using Alexa+ for some of the same things we used its predecessor for, as well as trying out some of the new actions, like booking an Uber and restaurant reservation, that Amazon is pushing. My first impression, in short, is that the service is pretty good. If it had launched shortly after Amazon first announced an updated version of Alexa in the fall of 2023, I might have said it was very good. Its conversational abilities are real and mostly very fluid. Does it blow away voice modes from LLM-based AI assistants like ChatGPT  and Perplexity? Not in my experience. But it is vastly superior in that way to the original Alexa so will likely come as a delightful surprise to those who haven’t spent much time with those competitor services. On several occasions, though, I had to re-prompt Alexa by name in the middle of a back-and-forth conversation—I thought I had just taken a normal, mid-speaking pause but Alexa thought differently. If such instances continue to occur at public launch, it might not be a deal breaker for regular usage, but would certainly frustrate me – and I assume some others too.

Can you hear the music playing?

I also had some issues with playing Spotify using the new Alexa, unless I specified that I wanted it played on the specific Alexa device in front of me. The gadget in question was an 8-inch Echo Show device (the Echo device with a screen) to test out Alexa+ because the technology isn’t available on some of Amazon’s older speakers, including the original Pringles-box-shaped Echo speakers, one of which still sits on a shelf in our dining room. (If you don’t have an Echo device, you’ll still be able to use the new Alexa+ from the Alexa app.)

Earlier versions of the Echo smart speaker looked like cylindrical Pringles chip boxes. The new Alexa+ is not compatible with some of those earlier versions.

Cayce Clifford/Bloomberg via Getty Images

The new Alexa told me Spotify was playing, when it actually wasn’t. I thought perhaps it was somehow playing on the old Pringles-tube Echo downstairs, but that wasn’t the case. A spokesperson recommended I change the default device for Spotify in the Alexa app but honestly, the Alexa app isn’t the most intuitive and I gave up after about 10 minutes. Considering that playing music is one of the basic and common tasks for a smart speaker, this didn’t inspire a lot of confidence, but I am not ruling out the possibility that I’m overlooking a setting that would fix the issue.

The other flaws I ran into ranged from comical to frustrating. An on-screen prompt on the Echo Show advertised that Alexa could help me choose a new lunch spot, but when I queried Alexa about it the first time, she claimed she couldn’t carry out that task. 

I also made the mistake, apparently, of asking Alexa to slow down her speaking cadence at some point so I could take some hand-written notes. That simple command kicked off a minutes-long bizarro-world exchange in which I would ask Alexa to speed up or slow down her cadence, she’d reply that she had—but at a speed which was even more drastically opposite of what I had been asking. It took several minutes, but what felt like an eternity, to rectify. 

On another occasion, Alexa got snippy with me when I seemed astonished that she had instructed me to simply unplug and then reconnect my Echo device to try to solve the aforementioned Spotify issue. “It’s your problem not mine” was essentially the gist of the response. Can an AI offend me? I mean, that’d be pretty silly. But the exchange was a bit off-putting, though admittedly mildly amusing as well.

On this point, Panos Panay, the longtime Microsoft executive who joined Amazon in late 2023 to head up Alexa and its broad array of devices from Echos to Kindles to Fire TV sticks, seemed intrigued.

“We’re testing a few of the boundaries,” he told me in an interview at the company’s New York City headquarters in early July. “Like, yeah, you want a little personality out of your assistant, and you want it to feel or be personal. I think that’s okay. Where is that boundary is an interesting question.”

Alexa’s new tricks

For my daughter, Alexa+’s ability to generate images and “paintings” based on voice commands was a treat. I also tried some of the advertised “actions” that Panay and Amazon believe will set Alexa apart from competitors and transform it into more of an agent than an assistant. I asked Alexa to book a reservation for me and my wife at a new local sushi restaurant we’ve been meaning to try – and finally could with our kids staying the weekend with a relative. Disappointingly, though, Alexa replied that she couldn’t make a reservation at that restaurant – the restaurant doesn’t use OpenTable for its reservations and that’s the only current partner that Alexa+ has in the space. Alexa instead simply offered me the restaurant’s phone number which….was not exactly what i was looking for. It’s possible that Amazon ends up cutting a deal with Resy, the restaurant reservation service that the restaurant in question uses. While Panay said more partnerships were in the works, neither he nor a spokesperson would confirm specifics.

That said, ordering an Uber by voice worked seamlessly (once I agreed to provide access to my Uber account), though I do wonder how often people will opt for this experience versus simply pulling out their phone. Browsing and homing in on the cheapest soccer tickets at a nearby stadium also worked quite well though, again, I wonder if talking out loud to a virtual ticket assistant for 4 minutes is actually any better or more efficient than searching for the tickets on my phone or computer.

Panay told me beta feedback so far is “overwhelmingly positive,” and that the “conversational aspect” of Alexa+ alone—versus the prompt and response mode of the original—is delighting customers. “It’s just a part of the kitchen conversation at this point,” he noted, emphasizing his point with an anecdote about his family settling debates or open questions by querying Alexa+ rather than pulling out a phone and falling prey to all the distractions that come with it. 

“It’s the idea of being engaged with each other and having an ambient assistant there, where I’m not turning on my phone, I’m not opening an app, I’m not being distracted by whatever it is that is on my notifications,” he said.

One major caveat is that I wasn’t able to try out everything that Amazon is excited about. Panay stressed that while engagement with “traditional features” like playing music are increasing, household-management capabilities of Alexa+ are a hit with early users and he believes they’ll continue to be. In one example, he discussed giving Alexa access to a family’s calendar and then prompting it for the best weekend to get away. I haven’t tried that feature  mainly because you can’t yet link work email accounts from Google or Microsoft to Alexa+, and because our kids’ sports calendars are spread across several apps that I’m frankly too lazy to consolidate (yes, embarrassing).

“Please don’t underestimate the power of this”

Amazon’s head of devices Panos Panay at the Alexa+ launch event in February 2025

Andrej Sokolow/picture alliance via Getty Images

Panay also highlighted shopping tools powered by Alexa+ that notify you when a certain product goes on sale. And he stressed the ease with which Alexa users who have outfitted their home with smart devices—think smart lights and smart locks —will be able to speak into existence complex routines.

“Alexa, every night at 8:30, start dimming the lights in the house and then lock the doors,” he said by way of example.

That’s four separate commands in one sentence, versus what would have taken at least a dozen and a half steps within the Alexa app previously, Panos said.

“Jason, please don’t underestimate the power of this,” Panay urged me.

One approach Amazon and Panay could take would be to set expectations a bit low and then overdeliver after such a long wait. After all, the introduction of the original Alexa occurred in a really understated way; it was buried within a larger announcement unveiling a surprise device called the Echo.

But that could be dangerous in its own right, especially amid the realization that former famed Apple designer Jony Ive is now helping ChatGPT-maker OpenAI invent their own AI-powered device

“I hope others make great devices,” Panay said when asked about competitors.

Perhaps in response, though, Amazon recently said it would buy an AI wearable startup called Bee.

Panay, for his part, acknowledged that there is still work to do before the new Alexa is ready to be used by hundreds of millions of existing users. And after such a long wait—with Panay himself setting expectations high—it’s fair to wonder if “pretty good” is anywhere good enough in the new world that Amazon’s famed voice assistant is now reentering. Clearly, there’s more work to do.



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Elon Musk’s X fined $140 million by EU for breaching digital regulations

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European Union regulators on Friday fined X, Elon Musk’s social media platform, 120 million euros ($140 million) for breaches of the bloc’s digital regulations, in a move that risks rekindling tensions with Washington over free speech.

The European Commission issued its decision following an investigation it opened two years ago into X under the 27-nation bloc’s Digital Services Act, also known as the DSA.

It’s the first time that the EU has issued a so-called non-compliance decision since rolling out the DSA. The sweeping rulebook requires platforms to take more responsibility for protecting European users and cleaning up harmful or illegal content and products on their sites, under threat of hefty fines.

The Commission, the bloc’s executive arm, said it was punishing X because of three different breaches of the DSA’s transparency requirements. The decision could rile President Donald Trump, whose administration has lashed out at digital regulations, complained that Brussels was targeting U.S. tech companies and vowed to retaliate.

U.S. Secretary of State Marco Rubio posted on his X account that the Commission’s fine was akin to an attack on the American people. Musk later agreed with Rubio’s sentiment.

“The European Commission’s $140 million fine isn’t just an attack on @X, it’s an attack on all American tech platforms and the American people by foreign governments,” Rubio wrote. “The days of censoring Americans online are over.”

Vice President JD Vance, posting on X ahead of the decision, accused the Commission of seeking to fine X “for not engaging in censorship.”

“The EU should be supporting free speech not attacking American companies over garbage,” he wrote.

Officials denied the rules were intended to muzzle Big Tech companies. The Commission is “not targeting anyone, not targeting any company, not targeting any jurisdictions based on their color or their country of origin,” spokesman Thomas Regnier told a regular briefing in Brussels. “Absolutely not. This is based on a process, democratic process.”

X did not respond immediately to an email request for comment.

EU regulators had already outlined their accusations in mid-2024 when they released preliminary findings of their investigation into X.

Regulators said X’s blue checkmarks broke the rules because on “deceptive design practices” and could expose users to scams and manipulation.

Before Musk acquired X, when it was previously known as Twitter, the checkmarks mirrored verification badges common on social media and were largely reserved for celebrities, politicians and other influential accounts, such as Beyonce, Pope Francis, writer Neil Gaiman and rapper Lil Nas X.

After he bought it in 2022, the site started issuing the badges to anyone who wanted to pay $8 per month.

That means X does not meaningfully verify who’s behind the account, “making it difficult for users to judge the authenticity of accounts and content they engage with,” the Commission said in its announcement.

X also fell short of the transparency requirements for its ad database, regulators said.

Platforms in the EU are required to provide a database of all the digital advertisements they have carried, with details such as who paid for them and the intended audience, to help researches detect scams, fake ads and coordinated influence campaigns. But X’s database, the Commission said, is undermined by design features and access barriers such as “excessive delays in processing.”

Regulators also said X also puts up “unnecessary barriers” for researchers trying to access public data, which stymies research into systemic risks that European users face.

“Deceiving users with blue checkmarks, obscuring information on ads and shutting out researchers have no place online in the EU. The DSA protects users,” Henna Virkkunen, the EU’s executive vice-president for tech sovereignty, security and democracy, said in a prepared statement.

The Commission also wrapped up a separate DSA case Friday involving TikTok’s ad database after the video-sharing platform promised to make changes to ensure full transparency.

___

AP Writer Lorne Cook in Brussels contributed to this report.



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Nvidia CEO says U.S. data centers take 3 years, but China ‘can build a hospital in a weekend’

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Nvidia CEO Jensen Huang said China has an AI infrastructure advantage over the U.S., namely in construction and energy.

While the U.S. retains an edge on AI chips, he warned China can build large projects at staggering speeds.

“If you want to build a data center here in the United States from breaking ground to standing up a AI supercomputer is probably about three years,” Huang told Center for Strategic and International Studies President John Hamre in late November. “They can build a hospital in a weekend.”

The speed at which China can build infrastructure is just one of his concerns. He also worries about the countries’ comparative energy capacity to support the AI boom.

China has “twice as much energy as we have as a nation, and our economy is larger than theirs. Makes no sense to me,” Huang said.

He added that China’s energy capacity continues to grow “straight up”, while the U.S.’s remains relatively flat.

Still, Huang maintained that Nvidia is “generations ahead” of China on AI chip technology to support the demand for the tech and semiconductor manufacturing process.

But he warned against complacency on this front, adding that “anybody who thinks China can’t manufacture is missing a big idea.”

Yet Huang is hopeful about Nvidia’s future, noting President Donald Trump’s push to reshore manufacturing jobs and spur AI investments.

‘Insatiable AI demand’

Early last month, Huang made headlines by predicting China would win the AI race—a message he amended soon thereafter, saying the country was “nanoseconds behind America” in the race in a statement shared to his company’s X account.

Nvidia is just one of the big tech companies pouring billions of dollars into a data center buildout in the U.S., which experts tell Fortune could amount to over $100 billion in the next year alone.

Raul Martynek, the CEO of DataBank, a company that contracts with tech giants to construct data centers, said the average cost of a data center is $10 million to $15 million per megawatt (MW), and a typical data centers on the smaller side requires 40 MW.

“In the U.S., we think there will be 5 to 7 gigawatts brought online in the coming year to support this seemingly insatiable AI demand,” Martynek said.

This shakes out to $50 billion on the low end, and $105 billion on the high end.



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Trump finally meets Claudia Sheinbaum face to face at the FIFA World Cup draw

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Their long-delayed first face-to-face discussion focused on next year’s World Cup — and included side discussions about trade and tariffs — but immigration was not the top issue. That’s despite Trump’s push to crack down on the U.S.-Mexico border being a centerpiece of his administration, and the driving force in the relations between both countries.

Trump has been in office for more than 10 months, and his having taken so long to see Sheinbaum in-person is striking given that meeting with the leader of the country’s southern neighbor is often a top priority for U.S. presidents.

Trump and Sheinbaum had been set to meet in June on the sidelines of the Group of Seven summit in Canada, but that was scrapped after Trump rushed back to Washington early amid rising tensions between Israel and Iran.

Soccer took center stage — but tariffs still loom large

Trump and Sheinbaum sat talking in the president’s box and also appeared onstage with Canadian Prime Minister Mark Carney at the Kennedy Center for Friday’s 2026 World Cup draw. The U.S., Mexico and Canada are co-hosting the tournament, which begins in June.

A senior White House official, who spoke on the condition of anonymity to discuss private meetings, said Trump, Sheinbaum and Carney met privately after participating in the draw.

Sheinbaum had said before leaving Mexico that she’d talk to Trump about tariffs that his administration has imposed on automobiles, steel and aluminum from Mexico, among other things. She said after appearing at the Kennedy Center that the three leaders “talked about the great opportunity that the 2026 FIFA World Cup represents for the three countries and about the good relationship we have.”

“We agreed to continue working together on trade issues with our teams,” Sheinbaum posted on X.

Mexico is the United States’ largest trading partner. The the U.S.-Mexico-Canada Agreement which Trump forged in his first term as a replacement for 1994’s North American Free Trade Agreement also remains in place. But U.S. Trade Representative Jamieson Greer has begun scrutinizing it ahead of a joint review process set for July.

In the meantime, the U.S. and Mexico’s priorities have been reshaped by the steep drop in the number of people crossing into the U.S. illegally along its southern border, as well as the White House’s — so far largely unrealized — threats to impose large trade tariffs on its neighbor.

Before speaking in-person, Trump and Sheinbaum had repeatedly talked by phone, discussing tariffs and Mexican efforts to help combat the trafficking of fentanyl into the U.S. But despite other world leaders, including Russian President Vladimir Putin and Chinese President Xi Jinping, having already met with Trump this term, the meeting with Sheinbaum hadn’t happened until Friday.

The Trump whisperer?

Waiting so long to meet in person hasn’t seemed to hurt Mexico’s president’s standing with Trump.

The two spoke by phone in November 2024, with the then-U.S. president-elect declaring afterward that they’d agreed “to stop Migration through Mexico” — even as Sheinbaum suggested her country had already been doing enough.

Trump soon after taking office threatened to impose a 25% tariff on goods imported from Mexico in an effort to force that country to better combat fentanyl smuggling, only to later agree to a pause.

The White House subsequently backed off tariff threats against most Mexican goods. Then, in October, Sheinbaum announced that the U.S. had given her country another extension to avoid sweeping 25% tariffs on goods it imports to the U.S. — even as many items covered by the USMCA trade deal remain exempt.

Mexico, though, hasn’t avoided all U.S. tariffs. Sheinbaum’s country continues to try to negotiate its way out of import levies Trump has imposed worth 25% on the automotive sector and 50% on steel and aluminum.

Sheinbaum’s success at mitigating many tariffs, and other successes in the bilateral relationship, has led some to wonder if she has a special gift for getting what she wants from him.

She’s largely pulled it off by affording Trump the respect the U.S. president demands from leaders around the world — but especially a neighboring country — and by deploying occasional humor and pushing back, always respectfully, when necessary.

Sheinbaum also defused another potential point of contention, Trump’s renaming of the Gulf of Mexico to the “Gulf of America,” by proposing dryly that North America should be renamed “América Mexicana,” or “Mexican America.” That’s because a founding document dating from 1814 that preceded Mexico’s constitution referred to it that way.

Still, Mexican officials continue to work furiously to lessen the trade blow from tariffs going into 2026 — levies that could wreck its already low-growth economy, particularly in its all-important automotive sector. Sheinbaum’s government has also sought to defend its citizens living in the U.S. as the Trump administration expands its mass deportation operations.

Sheinbaum’s government also lobbied unsuccessfully against a 1% U.S. tax on remittances, or money transfers that millions of Mexicans send home every year from the United States. It was approved as part of Trump’s tax cut and spending package and takes effect Jan. 1.

Trump’s push for mass deportations

Trump has directed federal officials to prioritize major deportation pushes in Democratic-run cities — an extraordinary move that lays bare the politics of the issues. He’s also deployed the National Guard in an effort to curb crime, which has led to a spike in immigration-related arrests, in places like Los Angeles, Chicago and Washington, as well as Memphis, Tennessee, and Portland, Oregon.

The Trump administration says its priority is targeting “the worst of the worst” criminals, but most of the people detained in operations around the country have not had violent criminal histories.

Such operations often meant targeting Mexican citizens who have lived and worked in the United States for years and may face deportation to a homeland they no longer know well. It also has meant serious threats of declining remittance income, which has fallen for seven consecutive months.

The lower number of illegal U.S.-Mexico border crossings has knocked immigration off its perch as the top agenda item for the U.S.-Mexico bilateral relations for the first time in recent memory.

Mexican officials now say conversations around immigration have shifted toward cajoling countries into taking back their citizens and reintegrating them to keep them from leaving again — a major Trump administration priority around the world.

Cooperation on security

Sheinbaum has blunted some of the Trump administration’s tough talk on fentanyl and drug smuggling cartels by giving her security chief Omar García Harfuch more authority.

Mexico has also extradited dozens of drug cartel figures to the U.S., including Rafael Caro Quintero, long sought in the 1985 killing of a DEA agent. That show of goodwill, and a much more visible effort against the cartels’ fentanyl production, has gotten the Trump administration’s attention.

That’s a significant improvement. Only a few years ago, the DEA struggled to get visas for its people in Mexico, and then-President Andrés Manuel López Obrador accused the U.S. government of fabricating evidence against a former Mexican defense secretary, though he never presented evidence to back up the allegation.

Not everything has gone so smoothly, though. Trump criticized Sheinbaum for rejecting his proposal to send U.S. troops to Mexico to help thwart the illegal drug trade.

Last month, Sheinbaum said there was no way the U.S. military would be able to make strikes in Mexico, after Trump said he was open to the idea. And she has denounced U.S. strikes on boats allegedly carrying drugs in the Caribbean and eastern Pacific.

“The president of Mexico is a lovely woman, but she is so afraid of the cartels that she can’t even think straight,” Trump said earlier this year.

Sheinbaum declined to take the bait — and avoided turning up the political pressure — by sidestepping Trump’s criticism.

___

Associated Press writer Chris Sherman contributed from Mexico City.



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