AI functionality is now universally available on your TV, by design.
Amazon announced on Wednesday that its advanced AI assistant, Alexa+, will be freely available to all compatible Fire TV devices across the U.S., irrespective of whether the user holds a Prime subscription. According to the company, this update introduces features like conversational search, smart home management, and AI-driven content recommendations.
Previously, Alexa+ was priced at $19.99 monthly for non-Prime members and was initially launched exclusively for the new Fire TV devices unveiled by the company last autumn.
Amazon has now stated that all eligible users will receive an automatic upgrade to Alexa+. No app downloads or subscription sign-ups are required. The compatible devices encompass all current-generation Amazon Fire TV Sticks, the Fire TV Cube, Amazon Ember smart TVs, and other integrated smart TVs from brands like Hisense and Panasonic.
This initiative aligns with a broader industry trend to integrate AI services into a wider range of consumer electronics, frequently via mandatory updates. For example, Google introduced Gemini to its Google TV platform earlier this year, enhancing basic search with AI-driven conversational capabilities. Similarly, Roku upgraded its voice assistant with AI features last year.
Companies cite usage metrics, such as time spent interacting with these features, as indicators of positive consumer acceptance. Amazon, for example, notes that Alexa+ users engage in almost twice as many conversations on Fire TV compared to those with the original Alexa, implying that users are now actively interacting with the AI rather than just passively consuming entertainment.
The overall benefit of this increased engagement, however, remains a point of discussion.
Amazon highlights that with Alexa+, users can request show suggestions based on criteria like theme, age, or popularity, rather than needing exact titles. Examples include asking for “a top-rated thriller” or “a historical drama with a strong female lead.”
Additionally, the AI assistant facilitates smart home management and control, allowing users to view feeds from their Ring cameras directly on their TV.