Amazon $AMZN has turned a new page in its technological journey by unveiling the first major upgrade to its voice assistant, Alexa, since its debut in 2014. The revamped version, now powered by generative artificial intelligence (AI), transforms Alexa from a "smart device" into a highly personalized tool that seamlessly integrates with users' daily lives. This update reinforces Amazon's ambition to remain a leader in the voice assistant market while expanding its ecosystem of interconnected products.