Claro Disables Alexa on Streaming Devices

Claro disables Alexa on streaming devices

Claro is shutting down Alexa on its streaming devices. The change, which began in May, now has a completion date: October 5. The decision did not originate from Claro, but from Amazon itself, which decided to end support for third-party hardware in Latin America. This means that the new Claro TV+ Box devices no longer come with the virtual assistant, and the old ones will soon lose this functionality.

The integration with Alexa allowed users to ask questions about the weather, check the calendar, and perform other typical assistant functions. However, according to Claro's marketing head, Marcio Carvalho, the functionality was not as popular among customers as expected. Nevertheless, it is still possible to use voice commands on the receivers, such as changing channels or searching for content, but all via a button on the remote control.

A new assistant may be on the way

Despite the change, Amazon remains an important partner for Claro in other areas, such as cloud computing and providing content from Prime Video. But what about the possibility of conversing with the content receiver? Claro is already working on a new artificial intelligence assistant to replace Alexa. This new assistant will be designed to help navigate content on pay TV and streaming, as well as control the television.

The idea is that the new function will depend on an orchestration system that triggers different models according to the customer's needs. This is something that several tech companies are adopting to avoid being tied to a single supplier. Claro's devices, by the way, have microphones and RGB LEDs, in an arrangement reminiscent of products with Google Assistant.

What’s coming next?

Amazon, for its part, is in the process of launching Alexa+, a turbocharged version of the assistant, in Brazil. It will be available to Prime subscribers, promising an even more integrated experience. Meanwhile, Claro continues to adjust its strategy to offer its own assistant that can compete in this landscape.

The shift from Alexa to a proprietary assistant could be a game changer for Claro. This not only gives the company more control over the user experience but also the freedom to adjust and improve the service as needed. The expectation is that the new assistant can offer personalized recommendations for movies, series, and shows, something that could significantly enhance the user experience.

The transition from Alexa to Claro's own assistant is a strategic move that could redefine how customers interact with their streaming devices. It will be interesting to see how this new dynamic unfolds and how Claro plans to compete with giants like Amazon and Google in this space.