Amazon (AMZN) is breathing new life into its Alexa voice assistant, outfitting the 10-year old helper with generative AI capabilities to better compete with the likes of Google's (GOOG, GOOGL) Gemini and Microsoft-backed (MSFT) ChatGPT.

During an event in New York City on Wednesday, Amazon's head of devices and services Panos Panay unveiled the company's Alexa+, a version of Alexa that runs on Amazon's own large language models, as well as those from Anthropic, in which Amazon has invested billions.