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

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.

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,

Jassy revealed that Amazon is currently restructuring the "brain" of Alexa with a new set of foundation models. They are set to be unveiled soon. The announcement comes a few months after Amazon disclosed its plans to enhance Alexa with generative AI technologies.

The Bloomberg report goes on to detail the problems that the AI-enhanced Alexa is having in testing. For example, beta users reported that the AI can give long, rambling answers t