They basically have with Alexa+. It's slightly more limited than ChatGPT, but it sounds much more realistic than stock Alexa and blows it out of the water in terms of smarts. The old model was basically a Siri-like "set timers and check the weather with specific commands," plus some hit-or-miss skills you had to install separately. But the new one gives much more of a sense of understanding your question and can carry on conversations with contextual responses. I've been pretty impressed with it, and the nature of the Echo device makes it much easier to query at will than having to open the ChatGPT app and switch to voice mode.