Amazon is aiming to catch up in generative artificial intelligence and to reboot its virtual assistant, which has been leapfrogged by powerful chatbots.

Amazon unveiled a generative AI-infused Alexa that it says will have more personality and be able to check a user's tone and even plan romantic dates.

At a swank event for journalists and Amazon employees, the company on Wednesday unveiled its revamped voice assistant, Alexa+. The widely used technology has been bolstered with generative AI, the company has said, to make interacting with it feel more natural than simply repeating orders.