Pakistan, Jan. 25 -- Amazon is improving its virtual assistant Alexa by giving it memory capabilities to recall user preferences and personal details, making interactions more natural and similar to conversations with friends or family.

The initiative was unveiled at CES 2026 in Las Vegas, aiming to boost Alexa's relevance in the growing market of conversational AI and compete directly with ChatGPT.

Alexa first launched in 2014 as a simple voice assistant, performing basic tasks such as controlling smart devices and answering queries, but it struggled to maintain dominance after ChatGPT's introduction in 2022.

The popularity of ChatGPT forced Amazon to rethink Alexa's strategy, leading to the launch of Alexa+ last year, which promised ...