Amazon Echo

Voice assistants turn to Hollywood for some celebrity appeal

Illustration: Rebecca Zisser / Axios

Tech companies looking to make additional dollars from their voice assistant products are luring celebrity talent to help them out.

Driving the news: Amazon announced last week that it will be introducing Hollywood actor Samuel L. Jackson as its first celebrity voice for its Alexa voice assistant later this year. The announcement follows similar moves by Google and other tech giants.

Amazon wants Alexa to leave home

Illustration of an Amazon Alexa peaking out from behind a door
Illustration: Sarah Grillo/Axios

Many of the most important of the dozens of new devices Amazon launched Wednesday have a similar goal: to get people to use Alexa, its voice assistant, outside the house.

Why it matters: Unlike its competitors Apple and Google, Amazon doesn't have its own smartphone platform to use as a home for its voice assistant. As a result, Amazon needs to find other places to put Alexa.