Amazon boss Andy Jassy thinks shoppers will be just thrilled to have Alexa+ chirping adverts at them during their conversations and not walk away from the Inshitafied product.

Speaking during the company’s second-quarter earnings call, Jassy told the cocaine nose jobs of Wall Street that ad-peddling in chatbot chats was ripe for the picking.

“People are excited about the devices that they can buy from us that has Alexa+ enabled in it. People do a lot of shopping [with Alexa+]; it's a delightful shopping experience that will keep getting better,” said Jassy, who clearly hasn’t tried ordering loo roll with it lately.

He added, “as people are engaging in more multi-turn conversations, [there will be] opportunities... to have advertising play a role to help people find discovery, and as a lever to drive revenue.”

Right now, Alexa+ is free for Prime members, who already shell out $14.99 a month, while everyone else can cough up $20 for the privilege. Jassy hinted at future subscription options, possibly including an ad-free tier, for those who don’t fancy product pitches creeping into their conversations.

Up to now, ads on Alexa have been relatively low-key, occasional banner flashes on the Echo Show or a bland audio spot between tunes. But Jassy wants Alexa+ to go full sales assistant, weaving ads into “multi-turn” conversations as if it’s your chatty mate who just happens to know where to find great deals on lightbulbs.

However, Alexa+ has been limping through a patchy rollout, with complicated features either MIA or arriving slower than expected. Users have reported mixed results, and Amazon still hasn’t nailed the basics like keeping Alexa+ from hallucinating half-truths. Not exactly what advertisers want from their digital pitchbot.

There’s the thorny matter of privacy. Generative AI chatbots like Alexa+ hoover up far more user data fast. While that is gold dust for targeted ads, but it’s exactly the sort of thing regulators and consumers love to panic about. Having Alexa+ use intimate chat logs to sell you a toaster might not land well with everyone.

Still, Jassy’s bullish on the whole scheme. Advertising revenue is already up 22 per cent year-on-year, and he’s clearly itching to pump even more product into people’s AI interactions. Whether users actually want ads woven into their bedtime weather chats remains to be seen.