Amazon Bets on AI-Driven Convenience to Change How Consumers Use Apps

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By expanding Alexa+ integrations, Amazon is testing a broader industry idea: using AI assistants as an alternative to app stores. Instead of browsing or tapping through apps, users can ask Alexa to handle tasks like booking rides, finding contractors, or making reservations in one continuous conversation.

For the model to succeed, AI assistants will need to be as fast and reliable as traditional apps, while offering smart recommendations without feeling intrusive. Amazon’s latest Alexa+ expansion shows how seriously the company is taking that challenge.