If announced, this would mark Alexa's most significant evolution since its debut in 2014. Although Amazon has long been a leader in the AI assistant space, the landscape is rapidly shifting. Companies like OpenAI, Google and Anthropic are rolling out increasingly sophisticated AI assistants capable of multitasking and completing complex requests.

Concerns over accuracy lead to another delay for the souped-up virtual assistant — but the launch showcase will still go ahead.

Amazon delayed the release of its Alexa upgrade again after testing flagged problems with incorrect responses.