Alexa could soon improve in managing travel on Uber and purchasing concert tickets.

Amazon is reconsidering its strategy to enhance Alexa, its digital assistant, following reports on the performance of the generative artificial intelligence it is implementing. In a move towards a more pragmatic approach, the company has decided to partner with several businesses to increase Alexa's utility in everyday tasks. It has been reported that they are in discussions with platforms such as Uber, Ticketmaster, OpenTable, GrubHub, and Instacart, among others, so that Alexa can carry out direct actions like requesting a ride, booking events, or managing food orders.

While some of these companies already had Alexa skills, the expectation is that this new collaboration will offer a different experience. Amazon intends for the new Alexa to be a more capable assistant, able to perform complete tasks for the user, rather than relying heavily on third parties as it currently does. According to reports, these partners will become the "primary options" for carrying out specific tasks in the improved version of Alexa.

For example, if a user asks Alexa to order their favorite pizza, the assistant could connect directly to their GrubHub account and place the order easily, eliminating the need to use the phone for several minutes. However, it is clarified that these partnerships are still in negotiation, and an Amazon spokesperson has indicated that any product development has many ideas that "do not necessarily reflect what the experience will be when launched to customers."

This approach represents an interesting response to the excessive enthusiasm for generative artificial intelligence and the notion that there is a need to completely reinvent the functionality of voice assistants. Instead, Amazon seems to opt for a more tested solution: the use of APIs. This could allow a more conversational Alexa to facilitate commands more smoothly, potentially improving the experience of ordering food by voice.

However, a possible drawback is that if Amazon relies on partners to develop this functionality, it could happen that some local businesses, such as pizzerias that have not implemented online ordering, may not be included in the list of collaborators. According to the information, Amazon expects to have around 200 partners by the third quarter of next year. As it advances in this strategy of "making sure this works," it feels like a more sensible approach compared to some less practical innovations.