Removing complexity for our customers with products that make every single day better and easier,” said Panos Panay, Amazon’s vice president of device and services. “When

Alexa+, Amazon’s revamped version of Alexa was unveiled Wednesday, bringing the popular voice assistant into the artificial intelligence era.

Amazon on Wednesday unveiled the first major overhaul of its Alexa voice assistant since its introduction more than a decade ago, embedding it with generative artificial intelligence.

Amazon ( AMZN -2.62%) CEO Andy Jassy confirmed Alexa would be getting a major update. In providing AI enhancements, it could enable Amazon to make up lost ground to other AI chatbots.

But unlike before, when Alexa was offered for free on any Alexa-enabled devices, customers will have to pay Amazon a monthly fee of $19.99 for the revamped voice assistant, which it calls “Alexa+”. However, the generative-AI powered Alexa will be free for Prime members, who pay the company a monthly or annual fee for free delivery and other perks.

Amazon seems to finally be getting on the AI train, so to speak, as it launched the new Alexa Plus this week. According to the company, this newly supercharged AI powered assistant is more intuitive, understanding the user's needs more effortlessly than the previous model.

Amazon has sent out Alexa-themed invites for the February 26 event. Read our beat-by-beat breakdown of the event as we react to the news.

Amazon Alexa’s long-awaited AI overhaul is here, and it’s the biggest upgrade in the history of voice assistants.