Amazon.com Inc. introduced its latest generation of Kindle, Ring and Echo devices on Tuesday, all integrated with Alexa+, the company’s artificial intelligence (AI)-enhanced personal assistant that debuted in February.

The company revealed new Ring cameras with AI facial recognition technology that can identify registered friends and family members and alert users to visitors at their door. Amazon also announced four redesigned Echo devices powered by Alexa+ that deliver personalized notifications, such as whether a user left their front door unlocked after midnight. A new line of Fire TVs will offer enhanced search capabilities, enabling users to locate specific movie scenes or access sports game commentary.

The event marked the first major product launch for Panos Panay, who joined Amazon in 2023 to lead the company’s devices and services division. Panay spent 19 years at Microsoft Corp., where he served as chief product officer before his departure.

“Alexa+ and artificial intelligence are allowing technology to work in the background when you don’t,” Panay told an audience of several hundred journalists and bloggers in New York. He emphasized AI is “integrated into the hardware” and “flowing naturally through the products themselves.”

The announcements come as technology companies compete intensely to dominate the AI-powered device market. The industry has focused on enhancing smartphones and transforming digital assistants into more sophisticated tools for managing daily life.

Samsung Electronics and Alphabet Inc.’s Google have made notable advances with AI features on their devices, while Apple Inc. has faced delays in delivering promised iPhone capabilities more than a year after their announcement.

OpenAI has also entered the space, partnering with former Apple design chief Jony Ive to develop an AI-based wearable device after acquiring Ive’s io startup for $6.5 billion in May.