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Amazon Alexa's Star-Studded Super Bowl Commercial 2018

Amazon Alexa's Star-Studded Super Bowl Commercial 2018

So, as Bloomberg notes, Amazon has ensured that most, if not all of, the Echos around the country won't be affected by the repeated calls of "Alexa" in the commercial.

The 90-second Amazon spot, which aired during the fourth quarter of the Philadelphia Eagles' victory over the New England Patriots, had a amusing conceit: Alexa, the company's digital assistant, has "lost her voice".

The company credited "acoustic fingerprinting technology that can distinguish between the ad and actual customer utterances" and said that its advertising, engineering and science teams prepare for major events like the Super Bowl commercial, in order to suppress Alexa devices from responding to it.

The most controversial ad was a Dodge Ram commercial using the voice of Dr. Martin Luther King Jr.to sell trucks, which has come under fire, as many viewers found it to be disrespectful to the late civil rights leader's memory.

Why Your Echo Won't Perk Up During Amazon's Super Bowl Ad
Amazon Alexa Super Bowl commercial: Alexa loses her voice (Video)

And if you want a little more Cardi B/Amazon Echo fun, ask Alexa if Cardi B enjoyed filling in for her. But its top spot was won by a gag-filled commercial for the laundry detergent Tide that teased all the other Super Bowl ads, featuring "Stranger Things" star David Harbour.

"I'm glad you asked", she says. In some of those recordings, those frequencies appeared to be non-existent.

Amazon is expected to make a big impact in its new city, regardless of the choice. What a coincidence then that Austin is one of the final 20 cities in North America vying for Amazon's second headquarters and the 50,000 jobs and $5 billion in investment that is slated to go with it. Sindhwani explains that an algorithm in the Amazon cloud picks up the matching audio from various devices, and prevents additional devices from responding.




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