Watch the Highest-Rated Commercial of Super Bowl 2018

Gladys Abbott
February 7, 2018

Even though the word "Alexa" is said 10 times during the Super Bowl ad, Amazon assures users that their Echo won't wake up and try to respond when it hears Alexa's name being called out.

Amazon's Alexa loses her voice in the device's 2018 Super Bowl commercial - and things don't go quite to plan when the company brings in replacements in the form of Gordon Ramsay, Cardi B, Rebel Wilson and Anthony Hopkins.

Thanks to their highly-affordable prices, Amazon's Fire tablets are the most popular slates on the market.

Check out the Amazon Super Bowl LII commercial below.

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To avoid every Amazon Echo within earshot of the big game and the relevant ads, Amazon actually taught Alexa to ignore the wake-up command it so readily responds to. Manoj Sindhwani, director for Speech Recognition, explains that our teams build acoustic fingerprints on-the-fly within our AWS cloud. "The dynamic fingerprinting isn't flawless, but as many as 80 to 90 percent of devices won't respond to these broadcasts thanks to the dynamic creation of the fingerprints". CES, the world's largest annual consumer technology trade show, runs from January 9-12 and features about 3,900 exhibitors showing off their latest products and services to more than 170,000 attendees. However, a tech enthusiast on Reddit seems to have dug out the secret, according to Bloomberg.

Tweaks like this help Alexa to hold a firm ground against rivals.

But Amazon can also react "on-the-fly" to events where the word "Alexa" is broadcast unexpectedly - like a TV sketch.

These frequencies aren't outside the range of human hearing, but we're not very sensitive to that sort of sound.

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