Ten years after Amazon debuted its virtual assistant, Alexa is finally being upgraded for the generative AI age. Meet Alexa+.

Amazon is finally launching the long-awaited generative AI version of Alexa — Alexa Plus — that, if all goes well, will take away much of the friction that comes with talking to a speaker to control your smart home or getting info on the fly.

At a swank event for journalists and Amazon employees, the company on Wednesday unveiled its revamped voice assistant, Alexa+. The widely used technology has been bolstered with generative AI, the company has said, to make interacting with it feel more natural than simply repeating orders.