Amazon's Alexa Promotion with Chris Hemsworth: A Controversial Move
Amazon has appointed Hollywood actor Chris Hemsworth as the "Chief Heartthrob" for Alexa Devices, a division overseeing Amazon's voice assistant. Hemsworth, known for his role as Thor, was given the additional role of bar raiser, a designation for employees who assist with hiring. This move was part of a promotional stunt for Amazon's Super Bowl advertisement showcasing Alexa's AI capabilities, where Hemsworth imagines his demise at the hands of a sentient Alexa AI. Despite the playful nature of the promotion, some Amazon employees found it insensitive given recent layoffs and a stock price decline following a disappointing earnings report. The company faced criticism for the timing of the promotion amidst layoffs affecting corporate employees, including those working on Alexa. Despite initial excitement among employees, Hemsworth was eventually demoted from his role as "Chief Heartthrob."