Amazon has big plans for Alexa — and they’re going to cost you

New tech means Alexa will be able to do much more — but there’s a catch.

, the e-retailing giant's senior vice president of devices and services, Dave Limp, was asked whether Alexa's upcoming AI features will require a subscription. Limp said,"Yes, we absolutely think that."

No need to panic — just yet. Limp also said that Alexa would have to be"remarkable" before a monthly subscription price would be an option, and that the company plans to talk to customers and"learn from them what they believe the value is." During the event, Amazon showed off generative-artificial-intelligence features in development for Alexa that include the ability to have an interactive conversation that includes Alexa's"opinions." Limp also mentioned that the goal was to turn Alexa from a voice assistant into"a generative-AI chatbot that can draft an email.

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