Amazon’s Alexa+ has officially launched in Italy, marking its second expansion into the European market after the UK through an Early Access program. The new version is powered by generative AI, enabling humanlike conversations and facilitating real-world tasks such as bookings and planning. Additionally, Alexa+ has been specifically designed to adapt to Italian culture and communication nuances, ensuring a more relevant user experience, including avoiding cultural pitfalls like the controversial pairing of pineapple on pizza.

Alexa+: Alexa+ is Amazon’s generative AI-enhanced virtual assistant enabling natural conversations, real-world task execution, and personalized assistance. It supports proactive features like managing home routines and smart home controls. In Italy, it launches with Italian speech, cultural nuances, and communication styles for seamless integration.
Amazon: Amazon is a technology leader in consumer devices and services, producing smart speakers like Echo and advancing voice AI through its Devices division. It integrates generative AI to enhance everyday interactions across its ecosystem. Amazon is debuting Alexa+ in Italy, tailoring it to local language and culture for more authentic user experiences.

Expansion: Alexa+ rolls out in Italy as the second European market after the UK via an Early Access program.
AI Capabilities: Powered by generative AI for humanlike conversations and real-world actions like bookings and planning.
Cultural Adaptation: Designed to understand Italian communication nuances and embrace local culture, avoiding faux pas like pineapple on pizza.