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Amazon has a neat trick for keeping Alexa quiet during its Super Bowl ad

There's more to Amazon's Super Bowl ad than Cardi B trills. Shortly after releasing a brief teaser, Amazon uploaded its entire 90-second Super Bowl commercial for the world to see ahead of the big game. The ad showcases a number of celebrities filling in for Alexa after she loses her voice, and during the whole thing, the hot word "Alexa" is said 10 different times. Previous commercials from other companies have used assistant hot words in intrusive ways, but Amazon's done something special to ensure that your Alexa doesn't continually go off when its ad is airing.
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