It’s the end of another quarter, which means it’s time for yet another earnings call with concerning ideas for generating more revenue. This time around, it's Amazon CEO Andy Jassy, who told shareholders on Thursday that there’s “significant financial opportunity” in delivering ads through Alexa+, the company’s new AI-powered voice assistant.

“I think over time, there will be opportunities, you know, as people are engaging in more multi-turn conversations to have advertising play a role — to help people find discovery and also as a lever to drive revenue,” Jassy said, per the investor call transcript.

Since launching earlier this year, Alexa+ has reportedly reached millions of users. Unlike the original Alexa, which mostly turns off lights and sets timers, Alexa+ is designed to be more conversational, context-aware, and AI-driven. It can help you plan your date night, entertain your kids, and even dabble in basic image and video generation — all under the banner of your $14.99/month Prime subscription.

But so far, Amazon Alexa has been an ad-free experience. It's also more than 10 years old, and it doesn't make money; thus, it's been deemed a "colossal failure" by those within the company.

Of course, Amazon isn’t alone in trying to figure out how to make AI pay for itself. Both Google and OpenAI have explored ad integration in their AI products as a way to generate revenue. OpenAI CEO Sam Altman, in particular, has made a notable pivot: once firmly against advertising in his chatbot, he’s since reversed course, possibly opening the door for ads in future versions of ChatGPT.

Whatever the motivation, injecting ads into Alexa+ would mark a major shift in both user experience and Amazon’s strategy, especially given the assistant’s long history of being expensive to maintain and hard to monetize. Ad-supported Alexa+ could be Amazon’s attempt to finally turn its once-money-burning smart assistant into a revenue machine, without hiking the subscription fee (at least for now).

Alexa+ is still new, and what an ad-supported experience would actually look like remains unclear. According to Jassy, the idea is to frame ads as helpful, something to assist customers in discovering products they might be interested in buying.

Vicky

It’s no secret that Apple is falling behind in the AI space. Other companies like Google have embraced things like AI search, whereas Apple has taken its sweet time tooling around with some AI-powered tools that make up the core of Apple Intelligence. Per Mark Gurman’s latest Power On Newsletter, that may be changing in the future.

Apple has apparently been quietly putting together an “Answers, Knowledge, and Information” team, also known as AKI. This AKI team is headed by Robby Walker, a senior director at Apple who reports to John Giannandrea, Apple’s senior vice president of Machine Learning and AI. Robby was moved to the AKI team after a shakeup in the wake of Siri feature delays.

The team's goal is fairly straightforward: to build a “new ChatGPT-like search experience,” says Gurman.

As Gurman states, the initiative is still in its early days, but Apple already has job listings posted for engineers. Not much else is known. The team is working on the aforementioned system to crawl search results and give answers instead of redirecting people directly to the search results. This “answer engine,” as Gurman calls it, would be able to crawl the web to gather information and respond to questions like ChatGPT does.

A standalone app and backend infrastructure plans to power everything may be in the works. One of the job listings specifically mentions search algorithms and engine development, so Apple may also be working on search engine stuff.

It’s no secret that Apple Intelligence can use the help. Response to Apple’s AI-powered tools has been lukewarm, and while Cupertino has studied how to integrate AI into its operating systems more aggressively, it hasn’t been terribly happy with what’s seen so far.

Siri’s AI upgrade is still in the works with an expected release date of spring 2026, so it’s likely that AKI’s work will be directly integrated into Siri and Apple’s other products if they can get it done on time.

Vicky

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