Amazon’s Alexa+ service is rolling out on March 28, and with it supposedly comes a more personalized, intuitive, and powerful digital assistant thanks to its underlying generative AI technology. But for the new features to work, the company is asking a lot from its Echo and smart device users —whether or not they choose to use Alexa+ at all.

Amazon is nixing one of the few privacy protections against accessing users' voice data, and you can blame AI for the change.

An opt-in Alexa feature called "Do Not Send Voice Records" stops requests from being sent to the company. It will soon be removed.