The Reason behind the Silence of Alexa during Super Bowl ad

Amazon’s Alexa-focused Super Bowl ad mentions Alexa more than 10 times. But still it is not triggering millions of the Alex-powered Echo Devices in the Households.

Amazon is saying that this is possible because of acoustic fingerprinting technology that can distinguish between the ad and actual customer utterances.

Amazon explains that their teams build acoustic fingerprints on-the-fly within their AWS cloud. When multiple devices start waking up simultaneously from a broadcast event, similar audio is streaming to Alexa’s cloud services.

An algorithm within Amazon’s cloud detects matching audio from distinct devices and prevents additional devices from responding.

The dynamic fingerprinting isn’t perfect, but as many as 80 to 90 percent of devices won’t respond to these broadcasts thanks to the dynamic creation of the fingerprints.

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