In Amazon's 60-second Super Bowl ad "Alexaaaa ," Chris Hemsworth imagines worst-case scenarios where Alexa AI tries to kill him. Airing during the third quarter, the spot opens with Hemsworth carrying a snake into his kitchen (something he's actually done) while his wife Elsa Pataky waits for a car, but it's the Alexa device that frightens him. The spot also cross-promotes Amazon's other Super Bowl ad for Ring's Search Party for Dogs feature, with a Ring logo briefly appearing on the Alexa devic

Now Alexa can recognize who’s speaking with voice profiles. Set up your voice profile in the settings section of the Alexa app today. | Amazon Alexa