Hajra Naz
AI is coming to your TV. That’s happening whether you want it or not.
On Wednesday, Amazon made a significant announcement. The company’s AI assistant, Alexa+, will roll out more widely. This applies to all compatible Fire TV devices in the U.S. The rollout will be completely free.c
This applies whether or not the customer has a Prime subscription. According to Amazon, the update brings several new features. That includes conversational search. It includes smart home controls. It also includes AI-powered recommendations.
Previously, Alexa+ came with a cost for non-Prime members. Those users paid $19.99 per month for access. The feature was initially limited too. It launched on new Fire TV devices that Amazon announced last fall.
Now, Amazon says the rollout is expanding significantly. Everyone will be upgraded to Alexa+ automatically. Users won’t need to download a separate app. They also won’t need to sign up for any subscription. Several devices qualify for this update.
That includes all current-generation Amazon Fire TV Sticks. It includes the Fire TV Cube. It also includes Amazon Ember smart TVs. Other smart TVs with Alexa+ built in qualify too. That includes models from Hisense and Panasonic.
This move fits into a broader industry trend. Companies are pushing AI services onto more consumer electronics. Often, this happens through automatic upgrades like this one, without much user choice involved.
Google, for example, made a similar move earlier this year. The company rolled out Gemini to its Google TV platform. This replaced simple search features with AI-powered conversational modes. Roku made a comparable change last year too. The company upgraded its voice assistant with AI capabilities.
These companies often point to specific metrics to justify these changes. They cite things like time spent using new features. This helps support claims of positive consumer adoption. Amazon, for instance, shared a notable statistic. The company says Alexa+ customers now have nearly twice as many conversations on Fire TV.
That’s compared to the original version of Alexa. According to Amazon, this suggests something meaningful. Customers using Alexa+ aren’t just passively watching TV anymore. They’re actively engaging with the AI assistant too.
Whether that’s actually a good thing remains debatable, though.
Amazon highlighted specific new capabilities that come with Alexa+. Users no longer need to request shows by exact title. Instead, they can ask for suggestions based on other factors. That includes theme, age rating, or general popularity. For example, someone could ask for “a top-rated thriller.” They could also request “a historical drama with a strong female lead.”
The AI assistant offers smart home functionality too. It can help customers manage and control connected devices. That includes displaying Ring camera feeds directly on the television screen.
