Amazon on Wednesday unveiled the first major overhaul of its Alexa voice assistant since its introduction more than a decade ago, embedding it with generative artificial intelligence.

Amazon is aiming to catch up in generative artificial intelligence and to reboot its virtual assistant, which has been leapfrogged by powerful chatbots.

At a swank event for journalists and Amazon employees, the company on Wednesday unveiled its revamped voice assistant, Alexa+. The widely used technology has been bolstered with generative AI, the company has said, to make interacting with it feel more natural than simply repeating orders.