Amazon is reportedly planning to launch a new and improved version of its AI assistant, Alexa, known as "Remarkable Alexa," which will offer enhanced features for users including shopping advice and more complex tasks. The company is considering charging users between $5 and $10 for the upgraded service, with options for a monthly fee or a one-time charge. The move comes as Amazon faces tough competition from other tech giants like Google and Microsoft in the AI space. However, the development of this new AI has not been without challenges, including issues with fabricated information and low employee morale. Despite these setbacks, Amazon is pushing forward with plans to launch Alexa Plus by June 30.