Amazon Begins Testing Alexa+ Conversational AI with Hindi Support in India

Ekhbary News Agency | 2024-05-15

Amazon is moving forward with plans to expand its new conversational AI assistant, Alexa+, to India, inviting users in the country to test a Hindi-language version. The company sent out emails to select customers, which TechCrunch reviewed, requesting them to complete a Hindi form by June 22 to join the beta-testing program.

Beta Program Details and Expectations

The email explicitly stated, "You are invited to join the Alexa+ Beta programme in India. We are creating a new Alexa experience, and your feedback will be important to refine what Alexa+ will be able to do." It's clear that Amazon values user input for this localized rollout. The communication also warned that the beta software might contain bugs, provide inaccurate information, or mispronounce local nuances. Amazon confirmed the testing in India but did not offer further comment on a potential launch date.

Strategic Language Expansion

Alexa was first launched in India with English support in 2017, with Hindi compatibility added in 2019. With over 600 million Hindi speakers in India, this strategic move highlights Amazon's recognition of localized language support as crucial for market penetration in diverse regions. Amazon initially announced the generative AI-powered Alexa+ in 2025. Its rollout was slow, however, with the new experience becoming available to all U.S. users only in February. This year, the company has expanded Alexa+'s footprint to countries including the U.K., Canada, Brazil, Mexico, Italy, and Germany, incorporating local context support. Alexa+ is offered free to Prime customers, while others can access the updated assistant for a monthly fee.