This year's CES has witnessed a surge in generative AI themes, with major tech players like Volkswagen, Nvidia, and Amazon leading the pack. Amazon's commitment to this trend, announced back in September 2023, is now materializing with the introduction of three developers delivering new generative AI-powered experiences for Alexa.In a significant move, Amazon has collaborated with developers including Character.AI, Splash, and Volley to enrich Alexa's capabilities. Character.AI's offering allows users to engage in real-time conversations with various personas, ranging from fictional characters like Librarian Linda to historical figures such as Elon Musk and William Shakespeare. Splash, an AI music company, introduces a free Alexa Skill empowering users to create personalized songs by selecting genres, adding lyrics, and either rapping or singing along.

Additionally, Volley introduces a modernized version of the classic "20 Questions" game, utilizing generative AI to interact with users, provide hints, and enhance the gaming experience.These advancements align with Amazon's broader strategy of integrating generative AI into Alexa, with recent enhancements focusing on giving the virtual assistant a more nuanced personality and the ability to express human emotions. Beyond Alexa, Amazon's CES announcements also include bringing Fire TV to Panasonic's new smart TVs in 2024, Matter Casting support on Fire TV and Echo Show 15 devices, the latest generation of robotaxi Zoox, and more, showcasing the company's continuous drive for innovation.