AI is coming to your television, whether you’re on board or not. On Wednesday, Amazon announced that its AI assistant, Alexa+, will be rolled out to all compatible Fire TV devices in the U.S. at no extra charge, regardless of whether the customer holds a Prime membership. According to the company, the update introduces conversational search, smart home controls, and AI-driven recommendations. Previously, Alexa+ cost $19.99 per month for those without an Amazon Prime subscription, and it was initially launched on the new Fire TV devices unveiled last fall. Now, Amazon says all users will be automatically upgraded to Alexa+—no app downloads or subscription sign-ups required.

Compatible devices include all current-generation Amazon Fire TV Sticks, the Fire TV Cube, Amazon Ember smart TVs, and other smart TVs with Alexa+ built in, such as those from Hisense and Panasonic. This move reflects a broader industry trend of bringing AI services to more consumer electronics, often through mandatory upgrades like this one. Google, for example, integrated Gemini into its Google TV platform earlier this year, swapping simple search functions for AI-powered conversational interactions. Roku also upgraded its voice assistant with AI capabilities last year.

Companies point to engagement metrics, like time spent using these features, as evidence of positive consumer adoption. Amazon notes that Alexa+ users now have nearly twice as many conversations on Fire TV compared to the original Alexa—a sign, the company suggests, that customers are no longer treating their TV merely as a passive entertainment source, but are actively engaging with the AI as well. Whether that’s a positive development is open to debate.

With Alexa+, Amazon says users don’t need to ask for shows by title. Instead, they can request suggestions based on criteria like theme, age group, or popularity—for example, “a top-rated thriller” or “a historical drama with a strong female lead.” The AI assistant can also help manage smart home devices, including displaying Ring camera feeds directly on the TV screen.