What the actual fuck is going on here? This advert from @amazon attempts to dazzle us with news of their new A.I.-enhanced voice assistant. But what are we actually reading here? What is the underlying logic that is supposed to make this point for them? If you haven’t yet read the advert, go and do so now. What do you think? Is this supposed to be (A) an example of a great response from "new amazing Alexa" or (B) a bad response from "old crap Alexa"? Because, I’ve got to be honest, it’s not doing a great job of showcasing either. If it’s (A) then she is useless. She doesn’t help me all – I’m struggling with time management issues so why not offer me some tips on diary management or similar. So that means it must be Option B – an illustration of how terrible ‘old Alexa’ is. But that doesn’t make sense either. If Alexa is supposed to have misunderstood my meaning, she would have taken my comment literally and thought I was doing some late night running. In which case, why on earth would I need better trainers? The time of day that I run has no bearing on whether or not my footwear is suitable. NONE OF THIS MAKES ANY LOGICAL SENSE. And thus it fails to make any underlying point about how great your new product is. Or isn’t. Do better @amazon – you surely have the budget for this.
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