--- description: Amazon's Alexa loses its voice in the company's new Super Bowl ad — but a replacement seems to be on the way. title: Alexa Will Lose Her Voice in Amazon’s Super Bowl Ad Starring CEO Jeff Bezos image: https://static.time.com/v3/assets/bltea6093859af6183b/blt4119846c6eee8553/6988e6abbc6cfc03b83e405d/171121-black-friday-deals-2017-tech.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  * [Business](/section/business/) ## Business Update your preferences in [Account Settings](/account/preferences/) Close * [Advertising](/tag/advertising/) ## Advertising Update your preferences in [Account Settings](/account/preferences/) Close # Alexa Will Lose Her Voice in Amazon’s Super Bowl Ad Starring CEO Jeff Bezos by [Mahita Gajanan](/author/mahita-gajanan/) ## Mahita Gajanan Update your preferences in [Account Settings](/account/preferences/) Close Gajanan is an editor at TIME. Jan 26, 2018 11:35 PM CUT  Echo Dot Echo Dotcourtesy of Amazon by [Mahita Gajanan](/author/mahita-gajanan/) ## Mahita Gajanan Update your preferences in [Account Settings](/account/preferences/) Close Gajanan is an editor at TIME. Jan 26, 2018 11:35 PM CUT Amazon’s Alexa loses its voice in the company’s new Super Bowl ad — but a replacement seems to be on the way. Whether Alexa got sick (the [flu is pretty severe](http://time.com/5116388/flu-pandemic-1918/ "undefined") this year) or needs a break from constantly answering questions, things aren’t looking too good for the virtual assistant in Amazon’s [Super Bowl](http://time.com/5120469/budweiser-super-bowl-ad-2018/ "undefined") ad, which stars CEO Jeff Bezos. The ad opens on a woman brushing her teeth and asking Alexa a common morning question: “What’s the weather like today?” Alexa answers, “In Austin, it’s 60 degrees with a chance — ” before coughing and going out of commission. As news reports on [Alexa](http://time.com/5104654/microsoft-cortana-vs-amazon-alexa-google-2018/ "undefined") losing her voice take over televisions, Bezos runs to his crew to find out how such a thing could have happened. His team says a replacement is ready to go at Bezos’s command. “And you’re sure this is going to work?” he asks. The team responds with a not exactly resounding “yeah,” leaving open the question of who exactly will replace Alexa’s voice. Is this Morgan Freeman’s time to shine? Or perhaps Gilbert Gottfried needs a new gig. Check out the teaser ad above and start guessing. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/5121491/amazon-alexa-voice-super-bowl-jeff-bezos/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/5121491/amazon-alexa-voice-super-bowl-jeff-bezos/"},"headline":"Alexa Will Lose Her Voice in Amazon’s Super Bowl Ad Starring CEO Jeff Bezos","datePublished":"2018-01-26T23:35:11.000Z","dateModified":"2026-04-13T08:51:37.810Z","description":"'And you're sure this is going to work?'","url":"https://time.com/5121491/amazon-alexa-voice-super-bowl-jeff-bezos/","keywords":["Advertising","Tech","Gadgets","onetime"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt4119846c6eee8553/6988e6abbc6cfc03b83e405d/171121-black-friday-deals-2017-tech.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Mahita Gajanan","jobTitle":"Gajanan is an editor at TIME.","url":"https://time.com/author/mahita-gajanan/"}],"articleSection":"Business","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt4119846c6eee8553/6988e6abbc6cfc03b83e405d/171121-black-friday-deals-2017-tech.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"171121-black-friday-deals-2017-tech","caption":"171121-black-friday-deals-2017-tech","creditText":"courtesy of Amazon","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/business/","name":"Business"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/advertising/","name":"Advertising"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/5121491/amazon-alexa-voice-super-bowl-jeff-bezos/","name":"Alexa Will Lose Her Voice in Amazon’s Super Bowl Ad Starring CEO Jeff Bezos"}}]}] ```