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Have an Amazon Fire TV device? Well, you just got Alexa+, Amazon's AI assistant, for free — whether you like it or not.
On Wednesday, Amazon announced that the company would now include Alexa+ at no cost with every Fire TV device.
This includes the current-generation Amazon Fire TV Sticks, the Fire TV Cube, Amazon Ember smart TVs, as well as other smart TVs by third parties, such as Hisense, TCL, and Panasonic TVs running on the Fire TV operating system.
Amazon says Alexa+ will roll out to all U.S. customers with a Fire TV device automatically. Users will not have to take any action or download any additional apps.
Previously, the only way for users to access Alexa+ was to subscribe to Amazon Prime or pay $19.99 per month specifically for the AI assistant service.
The Alexa+ AI assistant provides users with ways to interact with the movies and TV shows that they are watching or find new content based on their entertainment preferences. Users can ask Alexa+ for specific film and television recommendations based on genre, cast, year of release, and more. Users can also ask Alexa+ questions regarding the content they are currently viewing.
Alexa+ can also perform other tasks, such as providing real-time weather updates or sports scores. Users can connect Alexa+ to other smart home devices. With this utility, Alexa+ can broadcast your Ring camera feed on your smart TV or even lock a door with a paired smart lock.
According to Amazon, Alexa+ is already a hit with users. Amazon says that Alexa+ customers "have nearly twice as many conversations on Fire TV as they did with the original Alexa." The company claims that millions of customers already use the service. Amazon says that Alexa+ recommendations have improved too, with customers picking the AI assistant's top recommendations "over 40% more than they were with the original Alexa."
Amazon is now looking to expand on that user base exponentially with the new rollout to all Fire TV users. In doing so, Amazon follows in the footsteps of other Big Tech companies like Google, which also grew its Gemini user base by rolling out its AI features to its existing product offerings at no additional cost to users.
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