Amazon's Super Bowl spot for the Amazon Echo sounds off the word Alexa 10 times, a quirk which could set off the public's devices at home.
Amazon has said it has used acoustic fingerprinting to ensure that the 90 second ad does not set off the devices.
Company chief executive Jeff Bezos appears in the ad, apparently improvising a solution when the personal assistant loses its voice.
It can identify and ignore the ad. Furthermore, in instances where multiple devices across the network are set off by the same prompt, Amazon blocks it under the assumption it is another intrusive ad.