On Wednesday, Amazon announced that its AI assistant, Alexa+, will now be available for free on all compatible Fire TV devices in the U.S., regardless of whether you have a Prime subscription. The update brings a host of new features to the table, including conversational search, smart home controls and AI-powered recommendations. Previously, Alexa+ was only accessible to those with an Amazon Prime membership for $19.99 per month.

Now, users won't need to download any apps or sign up for a subscription; everyone will be automatically upgraded. Compatible devices include all current-generation Fire TV Sticks, the Fire TV Cube and other smart TVs that have Alexa+ built in from brands like Amazon Ember, Hisense and Panasonic. The move follows an industry-wide trend of integrating AI services into more consumer electronic devices.

Amazon says that with Alexa+, users can now get show suggestions based on factors such as theme, age or popularity, for example: 'a top-rated thriller' or 'a historical drama with a strong female lead'. The AI bot can also help customers manage and control their smart home, including displaying their Ring camera feeds on the TV. Whether this is progress or just another form of surveillance remains to be seen.

As for the impact on consumer behaviour, Amazon claims that Alexa+ users now have nearly twice as many conversations with Fire TV compared to those using the original Alexa. This suggests that customers are no longer passive recipients of entertainment but active participants in their own viewing experience through AI engagement.