Amazon on Wednesday unveiled a generative-AI infused Alexa that it says will allow the popular voice assistant to have more personality, check a user’s tone and even plan romantic dates. But unlike before,

Amazon says Alexa+ is able to have conversations with a more natural, humanlike flow and can learn more about a user—such as dietary preferences or allergies—the more it’s used.

Amazon is attempting to tap into this, with Alexa+ telling a launch event in New York it wanted to be "your new best friend in the digital world". It will be included for free in Prime subscriptions when it launches from March - but to non-members it will cost $19.

Alexa Plus is $19.99 per month on its own or free for Amazon Prime members — a better deal, considering Prime costs just $14.99 per month or $139 per year. That comes with acces