Amazon on Wednesday unveiled a generative-AI infused Alexa that it says will allow the popular voice assistant to have more personality, check a user’s tone and even plan romantic dates. But unlike before,

Alexa Plus will start rolling out next month in early access. It's an opt-in service and won't be available to everyone through an over-the-air update in March.

At an event in New York on Wednesday, Amazon announced an upgraded Alexa experience — Alexa+ — powered by generative AI technologies. Onstage, Amazon’s devices and services chief Panos Panay called it a “complete re-architecture” of the AI assistant.