Amazon is overhauling its Alexa digital assistant, integrating generative AI to transform it from a simple voice assistant into a more sophisticated "agent" capable of handling complex tasks.  

This ambitious project has faced significant technical challenges, including resolving issues like "hallucinations" (fabricated answers) and ensuring speed and reliability.  

Internal organizational hurdles and legacy code also present obstacles. Despite these difficulties, Amazon is determined to compete with rivals like Google and Microsoft by creating a personalized and efficient AI assistant, though monetization strategies remain under discussion.  

The success of this redesign is crucial for Amazon's continued competitiveness in the rapidly evolving AI market.