Amazon is expanding its AI-powered digital assistant Alexa+ with new capabilities. The company announced on Thursday that it’s adding four new integrations to the service that will allow the assistant to work with Angi, Expedia, Square, and Yelp starting in 2026.
These additions allow customers to book hotels, get quotes for home services, and schedule salon appointments, among other things. With Expedia, customers can compare, book, and manage hotel reservations, or tell Alexa their preferences to get personalized recommendations. (e.g. “Can you find me pet-friendly hotels for this weekend in Chicago?”)
The new services join Alexa+’s existing integrations with Fodor, OpenTable, Suno, Ticketmaster, Thumbtack, and Uber.
Similar to how ChatGPT is now integrating apps into its chatbot, Amazon aims to make it easier for consumers to use various online services through its digital assistant. For instance, you could ask Alex to call you an Uber or book a table for dinner with OpenTable.
You can also converse with the AI assistant in natural language, having back-and-forth conversations, refining your request as you go.
Whether users will take to this idea, of course, remains to be seen.
However, Amazon did offer a small glimpse as to how Alexa+ early adopters have been using the integrations, noting that, so far, home and personal service providers like Thumbtack and Vargaro have seen “strong” engagement.
Using AI assistants as app platforms is a model that’s being tested across the industry as another way to bring AI to consumers more broadly. But this will require users to adapt to a new way of doing things, as many are used to engaging with online services through the web or mobile apps. To be successful in getting consumers to change their behavior, using apps via AI will need to be seen as being as easy, if not easier, than the existing model.
For that to work, the AI providers would need to at least match the breadth of online services provided by a traditional app store, which is already a more curated selection than what’s available via the web. Or, providers will need to get very good at suggesting apps to use at the right time, without seeming overly pushy, as users can perceive unwelcome prompts as ads.
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