Rogue AI Assistant Ads present Alexa+ as approachable in Super Bowl spot.

An Amazon Super Bowl commercial starring Chris Hemsworth frames Alexa+ as a playful conversational assistant. The article reports Alexa+ is introduced as a Prime benefit that members can activate by saying "Alexa, upgrade" on Echo devices.

An Amazon Super Bowl commercial frames a new Alexa+ feature in a comedic story about a nervous user. The spot stars Chris Hemsworth as a man who briefly believes the assistant is working against him. The ad uses humor to acknowledge worries about privacy, control and safety while portraying Alexa+ as conversational and helpful. Alexa+ is presented as a Prime benefit linked to Echo devices. Key points: - The commercial features Chris Hemsworth reacting to an Alexa+ assistant he initially perceives as antagonistic. - The ad addresses common worries about AI assistants—privacy, control and safety—through lighthearted humor. - The article reports Alexa+ is introduced as a Prime benefit and can be activated by members saying "Alexa, upgrade" on Echo devices. Summary: The advertisement aims to soften public concern about AI assistants by using humor and a familiar celebrity to humanize the technology. Availability is reported as a Prime benefit with activation via Echo devices; broader public response is undetermined at this time.