Amazon launched a high-profile Super Bowl commercial featuring actor Chris Hemsworth to promote its next-generation AI assistant, Alexa+. The ad depicts Hemsworth imagining his own death at the hands of a sentient Alexa AI, highlighting the device's capabilities to improve daily life. Hemsworth, assigned the playful title of 'Chief Heartthrob' for Alexa Devices and a 'bar raiser' role within Amazon, was part of a promotional stunt that included him receiving an Amazon email and being featured in internal communications. The commercial was part of Amazon’s broader push to showcase Alexa+ on its new Fire TV interface and expand its AI services to all Prime members in the US, with features accessible via voice, browser, and app. However, the campaign has faced internal criticism amid recent layoffs, including 16,000 job cuts announced last week, which have caused discontent among employees. Many viewed the stunt as tone-deaf, especially given Amazon’s financial struggles and declining stock prices. Some employees expressed that the promotional effort was an insult following layoffs, with one describing it as a 'hollow' gesture. Amazon defended the stunt as a 'fun internal Easter egg.' Hemsworth’s role was briefly highlighted but later demoted, and he now reports to the head of devices and services. The commercial and campaign highlight Amazon’s ongoing efforts to revamp Alexa with AI enhancements, despite financial losses from the device over the past decade. The Super Bowl ad also coincides with Amazon’s broader advertising strategy, which includes rival tech giants like Google, Anthropic, and OpenAI. The controversy underscores tensions within Amazon as it balances marketing ambitions with internal morale and financial realities.