Global e-commerce giant Amazon is set to “relaunch” its digital assistant Alexa as an artificial intelligence agent. Rohit Prasad, Head Scientist at Amazon’s AGI team, reportedly explained that turning Alexa into an AI agent requires calling on hundreds of third-party software and services.

He noted that Amazon’s Nova models were specifically built with Alexa’s needs in mind. However, employees said the company encountered major challenges—including hallucinations, latency, and reliability—while transforming Alexa into an AI agent.

“Hallucinations have to be close to zero,” Prasad said, adding that the team is “working extremely hard on it.” Rebranding Alexa as an AI agent is expected to boost both functionality and sales.