Beyond Alexa: Amazon’s AI push ignites smart home war with Google, Apple

The move is set to create a more interconnected and personalised ecosystem, intensifying the $US1.35 trillion ($2.05 trillion) battle to control our homes against rivals Google and Apple.

Mark Fletcher, Asia Pacific managing director of Amazon’s doorbell and security arms Ring and Blink, said it was one of the biggest product launches during his decade at the tech titan.

“We’ve launched 10 products. It’s a refresh and we’re really excited for what this has to hold for the Australian, New Zealand market,” Mr Fletcher said.

New products include Ring’s first 4K resolution doorbells and cameras with ‘retinal vision’ and 10x enhanced zoom, as well as redesigned Echo smart speakers and 4K Fire TV stick that Amazon said can allow any TV to “become a smart entertainment hub”.

Mr Fletcher said the retinal vision technology in Ring’s new 2K and 4K cameras was “not just about sharper video”.

“It’s about unlocking a new level of intelligence, where every feature becomes more effective because the foundation is crisper and closer to reality,” he said.

“Our mission has always been simple but ambitious: to make neighbourhoods safer.”

This enhanced clarity, powered by custom-edge AI silicon and what Amazon calls “Retinal Tuning,” enables features like “Smart Video Descriptions,” which Mr Fletcher described as distinguishing “between the urgent and the everyday activities,” presenting alerts in text rather than video format.

“It reduces that motion fatigue,” Mr Fletcher said. “I’ve got a brown and white dog, and it actually says brown and white dog with a person, which is fantastic. I am blown away by using the power of AI.”

The integration extends beyond security. The new Echo line-up, featuring custom AZ3 and AZ3 Pro silicon chips and the Omnisense sensor platform, is designed for “more proactive and personalised” experiences with Amazon’s AI voice assistant Alexa.

“We’ve always had deep integration. We’ll continue to have that deep integration across the Echo devices, also Fire TV,” Mr Fletcher said.

Amazon unveiled four new Echo smart speakers, which it said were its “most advanced devices”. These include Echo Dot Max, Echo Studio, Echo Show 8 and Echo Show 11, which all “seamlessly blend form and function in your home”.

The Echo products are priced from $199 to $429.

But, this interconnectedness also brings to the forefront critical implications for consumer data and privacy, with the Office of the Australian Information Commissioner warning the “advent of technologies like artificial intelligence and facial recognition have introduced the potential for new privacy risks”.

In response to those concerns, Mr Fletcher said: “Security is at the forefront. We’ve always made sure that we focus on security every time we launch a new product or launch a new feature.”

He said users can “toggle privacy capabilities on and off,” allowing them to “block out certain areas of your motion or your viewing of your camera”.

Amazon has also faced competition from Chinese-owned Eufy, which doesn’t charge any ongoing subscription fees to access security footage.

But, Mr Fletcher said Amazon’s Ring subscription model was affordable and gave users access to new updates and features.

“It’s less than a cup of coffee, $4.95 per month, for a device”.

“We think that’s very affordable for the Australian market. We’re going to keep innovating our products. I think customers are taking up our subscription because they want to get the added value of what subscriptions provide.”

Mr Fletcher said Australians and New Zealanders were also embracing the technology.

“We’ve done some research, and 68 per cent today are using some type of AI technology, even if they don’t even realise,” he said.

He said this high adoption rate positions the new 4K and 2K cameras as a “foundation for us to go to that next level for AI”.

He cited “dog searches” as an example of future AI-powered features, where the technology can help locate lost pets by leveraging neighbourhood camera networks.

As Amazon deepens its AI footprint in the home, the battle for market share against Google and Apple, both actively developing their own smart home ecosystems, is expected to escalate.

Appliance giants, including Samsung and LG, are also intensifying their smart home efforts to take on the tech titans.

Samsung Australia consumer electronics director Phil Gaut said smart homes were essentially about saving time and money.

“You may have lived without AI-enabled appliances until now, but daily life could be so much easier and more efficient with it. Smart Living isn’t just for ‘people into tech’. It is designed for every Australian of every generation to live better, achieve cost savings through efficiencies, and care for their loved ones easily, whether that’s a child, a pet, or an elderly person,” Mr Gaut said.

“A practical benefit of AI is the ability to track and reduce energy across home appliances. For example, with the Samsung Bespoke AI Heat Pump Combo washing machine, AI Opti Wash and AI Energy Mode features use up to 60 per cent less energy during wash cycles by recognising the fabric types in your load, identifying the level of soilage in your clothes, and recommending the best washing cycle. That is real money a busy family could use back in their weekly budget with a reduced mental load as the cherry on top.”

Consumer trust in data handling, coupled with the ongoing scrutiny from competition watchdogs like the Australian Competition and Consumer Commission regarding the market power of big tech, will likely play a pivotal role in who ultimately emerges victorious in these smart home wars, especially as the market continues its rapid growth, driven by demand for security, convenience and energy efficiency.

This article first appeared in The Australian as Beyond Alexa: Amazon’s AI push ignites smart home war with Google, Apple