Amazon is considering charging a monthly fee of $5 to $10 for its Alexa virtual assistant service, which has been unprofitable since its launch in 2014. The company is also planning a significant revamp of Alexa’s artificial intelligence (AI) capabilities by 2024. According to internal documents and a source familiar with the matter, Amazon aims to make Alexa more competitive with rivals like Apple’s Siri and Google Assistant. The revamp involves transitioning Alexa’s AI to a new system codenamed ‘Hugging Face’ that could improve its conversational abilities and reduce errors. However, the changes could also lead to higher costs for Amazon. The company is exploring ways to generate revenue from Alexa, including the potential subscription fee. While a final decision has not been made, the fee could help offset the costs of the AI overhaul and make Alexa a profitable service.