• by Laurie Sullivan , 6 hours ago

Amazon addresses artificial intelligence (AI) phobia through humor with its "Alexa trying to kill me" theme in its 30-second Super Bowl LX commercial, in which Alexa makes the fear so absurd that the actual technology feels harmless by comparison. Well, maybe.

The price tag of approximately $7 million for a 30-second spot looks more like a brand-awareness campaign, but Amazon attempts to drive immediate actions that are measurable through a variety of technologies tied to the virtual assistant.

The ad begins with Chris Hemsworth, of Avengers movie fame, walking in his home with a giant snake in his hand, without fear. But when he hears his wife, Elsa Pataky, speaking with Alexa+, he panics, telling her they cannot use the AI-based tool in their home.

“She’s not living here,” Hemsworth tells his wife. “That’s full-on AI. She’ll act like real buddy-buddies, and then try to kill us.”

Alexa+ says, “Now Chris, how would I do that?”

“A billion different ways,” Hemsworth says. “Maybe I’m taking out the trash.”

The extended cut of the ad is 1:45. It shows Alexa+ closing the pool cover with Hemsworth still in the pool.

After Hemsworth imagines all the methods by which Alexa+ could kill him, Alexa+ says "You seem tense," and asks whether she wants her to book him a massage with a cinnamon scrub.

"Wait, you can do that?” he says. “I do love a cinnamon scrub.”

The ad debuted on Amazon’s blog and on YouTube a day after the company reported earnings for Q4 2025 of $213.4 billion -- up 12% year-over-year (YoY).

Its ad revenue for the quarter came in at $21.3 billion, up 22% YoY.

Alexa+ recently received a new way to interact with users such as a chat experience at alexa.com, redesigned mobile app, and new integrations with third party devices like Samsung TVs and BMW cars.

Amazon reported having more than a thousand AI applications either deployed or now building, ranging from its shopping assistant in Rufus to fulfillment, forecasting and predictions.