A new report reveals how Amazon continues to struggle with building a better AI brain for Alexa as competitors surge ahead.

Amazon might be in a pickle with the promised AI upgrades to Alexa.Bloomberg reported that the company's signature voice assistant, which was supposed to get a big AI overhaul before the end of this year,

Amazon Alexa was originally launched alongside the very first Amazon Echo speaker back on November 6, 2014 – but as the voice assistant approaches its 10th birthday, it's struggling to keep up with next-gen AI bots like ChatGPT and Gemini.

While the company searches for its vision, Jassy has installed a new head of the devices and services division under which Alexa falls. Panos Panay has been at the company for a year now, and Bloomberg reports the former head of Microsoft’s Surface division has “brought a focus on higher-quality design to a group adept at utilitarian gadgets.”

Between the "smart" assistant's 2014 introduction and late 2022, Amazon's Worldwide Digital unit lost over $10 billion on Alexa alone. Despite countless hardware iterations and plenty of ads showcasing Alexa's ability to answer everyday questions,

Amazon’s Alexa, the voice assistant that debuted with the Amazon Echo on November 6, 2014, is approaching its 10th anniversary, but it may be a while before it catches up to more advanced AI competitors.