ABOUT

As a business, Amazon are constantly coming up with new ideas to improve customers’ lives, it's what they do, but naturally some of those ideas work out better than others. Historically we’ve used the Super Bowl to expose that humility with humour that comes close to the bone – this year, through the fact that while it is great that Alexa is constantly improving, there is a limit to how far she should go. After all, if Alexa could go so far as to read your mind, it would cause all kinds of trouble…