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A turbocharged Amazon Alexa AI is slated to be unveiled at an event in New York City on Wednesday. A source tells Yahoo Finance Executive Editor Brian Sozzi that the company will show off a new generative AI assistant that is dubbed Rufus. The company could charge a modest monthly subscription to gain access to Rufus and its unknown capabilities (as of now). Considering Amazon (AMZN) has more than 200 million Prime subscribers worldwide, even if some people sign up for Rufus, it could be a lucrative new revenue stream for Amazon. At the bare minimum, the event is supposed to showcase Amazon’s investments the past two years to improve the intelligence of Alexa given new generative AI technologies. If unveiled, the company would be firing the first shot at Apple which continues to struggle to upgrade Siri. Interestingly, Amazon investors appear to be yawning into the event – shares of the tech beast are down 1.3% year to date compared to a 2% gain for the S&P 500 () and a modest increase for fellow "Magnificent Seven" component Nvidia (NVDA).
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