Technologies
Amazon’s Alexa Plus Confounds Chris Hemsworth in Super Bowl Ad as the AI Tool Launches
Alexa Plus is aiming higher with a new superhero Super Bowl spot and a US-wide launch, including a free version for any app user.
The Alexa Plus AI has been in early access for over a year, but this week all that changes, starting with a Thursday preview at Amazon’s upcoming Super Bowl ad featuring Chris Hemsworth. Let’s look at how our phones and smart speakers are getting this smart voice assistant upgrade.
I’ve been reviewing beta Alexa Plus over the past year and found the AI upgrade to be highly conversational and more capable than the old Alexa, bringing new ties to third-party apps like Uber and Ticketmaster. Starting on Tuesday, Amazon has completed its rollout and made Alexa Plus available to anyone who wants to try it in the US.
It’s no wonder Hemsworth got worried at just how responsive the voice assistant could be. The rogue AI scenarios in the Super Bowl ad playfully acknowledge people’s fears over inviting generative artificial intelligence into their private lives as the Australian actor gets hacked by a garage door, drowned in his pool and mauled by an Alexa-ordered bear.
Amazon makes it clear that no damage was ultimately done.Â
“By casting Chris Hemsworth, the last guy on the planet you’d expect to be scared of anything, we were able to lean into the conversation and put people at ease through humor,” said Jo Shoesmith, Amazon’s global chief creative officer.
Alexa Plus arrives with a free version and more
So, what does this new Alexa Plus expansion — available now — include? The most interesting part is several tiers of the AI’s service, starting with a free version that anyone can use as long as they have the Alexa app downloaded or visit the web portal Alexa.com (which we’ve also tried).
You won’t get any advanced Amazon Echo capabilities that way, but you will be able to test out Alexa’s conversational AI and see how similar it is to talking to a human. Alexa Plus errs on the side of chatty, but its ability to summarize answers, stop in mid-conversation and answer follow-up questions is welcome. As I’ve said before, it feels like what voice assistants were always supposed to be like.
“Alexa Plus is built to make customers’ lives meaningfully easier — and that starts with conversation. Because Alexa Plus lives in the middle of everyday life, it has to be natural and trustworthy,” Panos Panay, senior vice president at Amazon Devices & Services, tells CNET. “The Super Bowl is the perfect moment to introduce this evolution at scale.”
Two other Alexa AI tiers exist. The first comes when you subscribe to Amazon Prime for $15 per month. That unlocks not only Prime’s own content but also all Alexa Plus capabilities across all compatible devices. This includes Echo smart speakers and AI video summaries for Ring security cameras, among other tricks. You can try telling your Echo device to “Upgrade to Alexa Plus” to get started.
The final option is paying $20 per month to unlock all Alexa Plus capabilities across all devices, independent of an Amazon Prime subscription. Alexa won’t be able to interact with Prime content like videos or Amazon Music, but it can connect with everything else the AI upgrade offers. Since you need an Amazon account either way, this tier is for specific people who want to avoid Prime content.
Is the new Alexa AI worth your time?
If you’re wondering whether Alexa Plus is worth it compared to alternatives like Gemini for Home or whatever Apple is cooking up with Siri, I found my experience with the voice assistant to be the most positive I’ve had overall. Sometimes a little too positive — as we’ve seen with chatbots, Alexa Plus can be very willing to agree with you and promise to do anything, even if it can’t.
Also, if you use an Echo, it will send your voice recordings to Amazon for automatic analysis; there’s no getting around that privacy concession if you want Alexa on a smart device.
Those issues aside, Alexa Plus as part of Amazon Prime for $15 is an excellent deal, especially if you already use Prime for ordering, catching up on Fallout, etc. If you’re not sure how talking to the new and vivacious Alexa feels like, all you need is an Amazon account to try it out online. Â
Technologies
Trump Maintains US‑Iran Negotiations Continue Amid Tehran’s Denials of Duplicity
President Trump insists that US‑Iran talks are ongoing despite Tehran’s denial of any negotiation plans, while warning that only a deal or total surrender will allow passage through the Strait of Hormuz. Conflicting statements from both sides have heightened uncertainty as the conflict enters its sixth month.
On Monday, President Donald Trump asserted that negotiations between the United States and Iran are still taking place, even after Tehran stated it has no intention of engaging in direct talks with Washington.
In a fiery Truth Social post, Trump labeled Iran’s leaders “unbelievably duplicitous,” claiming they are lying about ongoing peace talks “whether Iran wants to admit it or not.” He repeated his assertion that the United States completely controls the Strait of Hormuz, despite maritime traffic through the crucial route lingering at only a small fraction of pre‑conflict levels.
He wrote, “Nothing reaches Iran unless we allow it, and nothing will pass unless a deal—or total surrender—is achieved.”
Earlier that day, Iranian Foreign Ministry spokesperson Esmail Baghaei told reporters there is no imminent plan for U.S.–Iran negotiations, contradicting Trump’s earlier comment that talks would resume Monday afternoon. Baghaei added that Iran’s only current discussions are with Oman concerning the Strait of Hormuz.
The conflicting statements have heightened uncertainty over the peace‑talk process and the broader conflict, now in its sixth month.
Trump’s assertion about new negotiations came a day after he said on Truth Social that he had agreed to cancel a massive strike against Iran “subject to being able to rapidly make a DEAL.” He said in the same post that Iran and other Middle Eastern countries had asked him to hold off on that attack because “the perimeters of a deal has been agreed to.”
Trump has claimed dozens of times throughout the more‑than‑five‑month‑long war that a deal is at hand. No permanent deal has been signed, and a temporary ceasefire reached in June has fallen apart.
Trump has also repeatedly threatened to launch devastating strikes against Iran before backing off. After the latest example, oil prices on Monday fell and stocks surged.
BMI, a research unit of Fitch Solutions, said in a note Monday that a broader diplomatic understanding on reopening the Strait of Hormuz is still achievable this quarter, while raising the probability of its escalation scenario to 35% from 25%, citing mounting military, diplomatic and economic signs of rising U.S.-Iran tensions.
“Diplomatic progress is likely to be punctuated by periodic military flare-ups, while miscalculation by either side could trigger a renewed escalation,” BMI analysts wrote in a note. The firm said the key issue to watch is the future governance of the strait, as the Iran-Oman talks — potentially backed by Gulf states, China and the U.S. — point to efforts to build a post-conflict shipping framework.
Shipping risks persist even as diplomacy appears to be advancing. The United Kingdom Maritime Trade Operations Centre said it received a report of an incident 20 nautical miles (23 miles) northeast of Khasab, Oman — at the mouth of the strait — with a tanker’s master reporting an explosion in close proximity to the vessel at about 20:37 UTC Sunday (4:37 pm ET). The vessel and crew were safe and authorities are investigating, UKMTO said, advising ships to transit with caution.
The proposal Trump announced over the weekend calls for the U.S. and Iran to return to negotiations and continue ironing out some of the thorny issues that had derailed diplomatic efforts, according to The Associated Press, citing a regional official involved in the mediation efforts.
The official said the proposal also includes a reopening of the Hormuz Strait and halting attacks across the region, including by Iranian-backed militias in Iraq on the Arab Gulf countries and Jordan.
The U.S., for its part, will end its naval blockade on Iran and allow Tehran to export its oil, the official said, adding that no deal has been reached, although the mediation efforts remained underway.
Trump’s weekend reversal has lowered the temperature after days of escalating attacks across the Gulf. Kuwait said Saturday that Iranian forces launched a wave of drones within its airspace, with its military destroying multiple aircraft after Iran targeted critical infrastructure in the country’s north.
A parallel track with Muscat is also advancing. Iranian diplomats said Tehran was close to reaching a new arrangement with Oman to manage shipping through the Strait of Hormuz, a deal critical to preventing the war from escalating further, according to the Financial Times.
Iranian officials said negotiations over future management of the Hormuz Strait with Oman, which sits on the opposite shore of the waterway, are in their final stages. The agreed shipping route would be different from those used before, according to Iran’s Foreign Ministry spokesperson, Baghaei, adding that the new route was separate from the issue of the strait’s reopening or continued closure.
Technologies
Oil Prices Slide as Trump Halts Planned Iran Strike
Oil prices dropped after Trump cancelled a planned strike on Iran, with WTI down about 5% and Brent near 5% lower. He said the move followed requests from Tehran and regional allies for a pause while a deal shaping the Strait of Hormuz and Iran’s nuclear program is negotiated.
Oil prices fell on Monday after President Donald Trump announced he had cancelled a planned strike on Iran. WTI futures dropped roughly 5% to $80.34 a barrel, while Brent slipped about 4.7% to $83.77 a barrel.
Trump said early Sunday he called off the strike after Iran and several Middle Eastern nations asked him to hold off, noting that the outlines of a deal had been agreed upon. He added that the prospective accord would entail the immediate, full opening of the Strait of Hormuz and an end to Iran’s nuclear ambitions, according to his Truth Social post.
The president had been considering another round of strikes as diplomatic hopes waned since the conflict began on February 28. He said the U.S. and Iran would meet for talks on Monday, but Iran denied any scheduled negotiations with Washington, citing PressTV. Iran’s foreign‑ministry spokesperson Esmaeil Baghaei clarified that Tehran was only discussing shipping routes through the Strait of Hormuz with Oman. In a follow‑up Truth Social message, Trump insisted that, regardless of Iran’s acknowledgment, the United States is indeed discussing a solution to a long‑standing problem created by Iran.
Technologies
Oil Prices Drop as Trump Cancels Planned Attack on Iran
Oil prices fell sharply after President Trump announced the cancellation of a planned strike on Iran, citing a new deal that would open the Hormuz Strait and end Iran’s nuclear threat.
Oil prices fell sharply on Monday after President Donald Trump announced that he had called off a planned strike on Iran.
West Texas Intermediate futures, the U.S. benchmark, slipped roughly 5% to close at $80.34 per barrel, while Brent crude, the international benchmark, declined 4.7% to settle at $83.77 a barrel.
Trump made the announcement early Sunday, saying he had canceled the strike following requests from Tehran and other Middle Eastern countries.
In a Truth Social post, he wrote: “We have just been asked by Iran, and other Middle Eastern Countries, to hold off any attack in that the perimeters of a deal has been agreed to.”
The president indicated that the proposed agreement would include the immediate, complete, and total opening of the Hormuz Strait, as well as an end to Iran’s nuclear threat.
Trump had been weighing additional strikes amid diminishing prospects for a diplomatic resolution to the conflict that began on Feb. 28. He stated that the U.S. and Iran would hold negotiations on Monday.
Tehran denied that talks were planned with Washington, according to state news outlet PressTV.
Iran’s Foreign Ministry spokesman Esmaeil Baghaei said Tehran was only holding talks with Oman regarding the routes ships can use through the Strait of Hormuz.
In a subsequent Truth Social post, Trump added that whether “Iran wants to admit it or not, we are, in fact, talking of a solution to a problem that they have caused for decades.”
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