Amazon has invited select Indian users to beta-test a Hindi-language version of Alexa+, its generative AI conversational assistant, with registration closing on June 22. The beta test is part of Amazon's efforts to adapt Alexa+ for the Indian market, focusing on native Hindi speakers who often mix Hindi and English in conversation, according to medianama.com.
The invitation email sent to users explained that access to the Hindi Alexa+ beta would not be immediate after registration and warned that the software may contain bugs, provide inaccurate information, or mispronounce local words. Amazon confirmed the testing in India but did not disclose further details. This initiative follows Amazon’s earlier launches of Alexa in India, which began with English in 2017 and added Hindi support in 2019.
Amazon’s focus on Hindi reflects the language’s reach, with over 600 million speakers in India. The company aims to capture users who engage in code-switching between Hindi and English, a common pattern in urban and semi-urban areas. Voice technology is increasingly important for AI adoption in India, with many firms integrating AI assistants into various devices and applications.
Amazon first introduced Alexa and Echo devices to Indian customers in February 2018, establishing a foundation for expanding voice assistant capabilities in local languages. The beta test of Hindi Alexa+ represents a step toward broader AI integration tailored to India’s linguistic diversity.