Amazon brings Samuel Jackson's voice to Alexa to bolster use of virtual assistant

SEATTLE: Amazon.com on Wednesday said actor Samuel L. Jackson and other celebrities will voice speech for the company's virtual assistant Alexa, one of a range of new features designed to attract more users to the service.

Since Amazon announced its first Echo speaker in 2014, shoppers have purchased more than 100 million devices that come with Alexa, including microwaves, vacuum cleaners and even cars. Yet customers have been slow to adopt the growing range of tasks that Alexa can perform, often sticking to basic hands-free functions like directing the assistant to play music, set cooking timers or report the weather.That may have underscored Amazon's calculus for courting celebrities to encourage users to turn to Alexa for a wider range of interactions.

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