Tech giant Amazon is reportedly working on a consumer-oriented AI chatbot, potentially challenging OpenAI’s ChatGPT. According to Business Insider, the project, codenamed “Metis,” could be unveiled later this year.

Sources suggest that Metis will be accessible via web browsers and powered by a novel foundational model. This development aligns Amazon with other tech leaders and startups in the AI assistant space, including Microsoft, Google, and Amazon-backed Anthropic.

Recent reports from Reuters and CNBC have also hinted at Amazon’s plans to introduce an enhanced version of Alexa, dubbed “Remarkable Alexa,” which may include a premium subscription option. Business Insider notes that Metis and Remarkable Alexa share some infrastructure.

Financial analysts at Bank of America project that a paid Alexa tier could generate $600 million in additional revenue for Amazon, assuming a 10% adoption rate among current Alexa users.

Amazon has already made strides in the AI realm with the launch of “Amazon Q,” an enterprise-focused generative AI assistant, and “Rufus,” an AI shopping assistant. These moves are part of Amazon’s broader strategy to establish itself as a leader in AI technology, countering perceptions that it has lagged behind competitors.

Amazon CEO Andy Jassy, reportedly closely involved with the Metis project, has previously outlined a three-pronged AI strategy: enabling customers to create new AI foundation models, facilitating the use of existing models, and developing AI applications.

As the AI landscape continues to evolve, Amazon’s foray into consumer-facing AI chatbots could significantly impact the market and user experiences. However, Amazon has yet to comment officially on these reports.