Amazon is set to launch a revamped version of Alexa in October, powered primarily by Anthropic's Claude artificial intelligence models due to performance issues with its own AI. The new 'Remarkable' Alexa will come with a subscription fee ranging from $5 to $10 per month, while the existing 'Classic' version will remain free. This upgrade aims to enhance user engagement with features like conversational shopping tools and daily AI-generated news recaps, as Amazon seeks to make Alexa more profitable. Despite previous attempts to monetize Alexa through shopping features, the division has struggled to generate revenue. The move highlights a shift in strategy for Amazon, aligning with industry trends where tech companies increasingly collaborate with external AI specialists. Amazon's leadership views 2024 as critical for proving Alexa's viability in the competitive smart assistant market.