Amazon's new and improved Alexa experience, Alexa+, starts at $19.99, or free for Prime members. Amazon says that it will roll out in early access next month.

At a swank event for journalists and Amazon employees, the company on Wednesday unveiled its revamped voice assistant, Alexa+. The widely used technology has been bolstered with generative AI, the company has said, to make interacting with it feel more natural than simply repeating orders.