Why Did Amazon Rebuild Alexa?

Andy Jassy says Amazon had to rewire Alexa because generative AI made the old brains too limited to stay relevant. Those brains were inventive when Alexa was built, but the possible capabilities were so different that starting over was obvious, and still difficult, because the teams were proud of what they had built.

He says a company that treats AI as a small upgrade to a successful product will very likely not have the winning experience three to five years from now. Retail, Prime Video, Fire TV, and Prime Music are less obvious than Alexa, and he says Amazon has teams reinventing those too.