Amazon Alexa

It’s the first European launch for Alexa Plus. It will be available for free during early access, then will cost £19.99 (about $26.50) a month, or free for Prime subscribers. The update should “feel genuinely British,” according to Amazon:

Amazon has expanded its Alexa Plus personality styles with a new “Sassy” option. The chili pepper icon hints at this Alexa’s “unfiltered personality,” but don’t worry, Amazon is keeping the spice mild, with only “occasional censored profanity.”

Brief, Sweet, and Chill options launched in January for Alexa Plus, and now there’s also Sassy, an “unfiltered personality with razor-sharp wit, playful sarcasm, and occasional censored profanity.”

Hemsworth’s latest action scene isn’t in an Avengers movie, but a stand-off with Amazon’s AI assistant, which he fears is planning elaborate ways to kill him. Maybe Ultron is still fresh in the Thor actor’s mind. It’s far from the only ad for AI in this year’s Super Bowl.

Amazon’s next-gen voice assistant has been rolling out slowly but surely, shipping on new Echo devices, and hitting the web for some users. Now Prime members with older Echoes can get Alexa Plus by saying “Alexa, upgrade.” The only question is, is it really an upgrade?

Amazon’s AI-powered assistant can use visual context from Ring doorbells to identify visitors, interpret why they’re there, and interact “intelligently” using natural language, according to the company. The feature, first announced in September, launches today and will work with the Ring Video Doorbell Pro (3rd Gen) and the Ring Video Doorbell Plus (2nd Gen) and requires a Ring subscription.

It’s the first international expansion of Amazon’s upgraded, AI-powered Alexa, which launched first in the US. Amazon plans to invite “tens of thousands of Canadians every week to enjoy the new experience,” according to a blog post.

Amazon and Google just launched a bunch of new smart home hardware and software features this week, and I know you have questions. I haven’t tested any of them yet, but I got some hands-on time with the new gadgets and spoke with folks at both companies about the new features, so come ask me anything! I’ll go live at 1 PM ET.

The new model, announced yesterday, is the $39.99 4K Select. It’s pricier, yet it has worse specs than the $24.99 Fire TV Stick 4K (the Select is missing Wi-Fi 6, Dolby Vision, Atmos, and other features). The best value under $50 is still the Wi-Fi 6E-ready 4K Max.