GoKawiilAmazon’s next-generation smart assistant has entered its Early Access program in the UK, marking Alexa+’s European debut following rollouts in the US, Canada and Mexico. Starting March 19, invitations to start using the smarter, more conversational Alexa will be sent out to "hundreds of thousands" of willing participants, Amazon said in a press release , adding that Alexa is the most popular voice assistant in the UK.
As well as its more natural communication, agentic capabilities, contextual awareness and ability to remember previous conversations across devices, Amazon that users across the pond are getting an "authentically British" AI-powered assistant. It understands slang terms like "cuppa" and might even accuse you of taking the mick in the middle of a conversation. Can we rule out some cringe-inducing cockney impersonations? Absolutely not. It also distinguishes between, for example, how people in the UK say the date — "the 1st of April" — versus how it’s said in the US.
Amazon said that engineers, linguists and speech scientists have worked together at the company’s Cambridge-based Tech Hub to ensure the voice assistant understands British users, with naturally flowing conversations being a crucial part of the Alexa+ experience.
On the agentic side of things, the current lineup of UK partners will include OpenTable and, soon, JustEat, alongside existing partnerships with services like Spotify, Philips and Apple Music. Amazon also sources news from the likes of The Guardian and Future Publishing.
UK-based customers who purchase a new supported Echo device will automatically qualify for Early Access, and if you already own one you can register here to receive an invite. You can also try Alexa+ on select Fire TV devices and in a web browser.