think about the future and the futurea wiificial intelligence, given where we currently are today, axa seamlesslynterwoven with our lives. >> alexa, how many teaspoons are in a tablespoon? >> one tablespoon equals three teaspoons.>> h, okay. >> and the problem is that we forgethat it's there. >> alexa, lights on. >> okay. >> narrator: but alexa is also listening-- and she's learning. >> i'm answering questions and learning more. >> narrator: and that helps amazon in the race to dominate artificial intelligence. >> alexa... >> every time you ask alexa something, you're making the alexa algorithm better. it's one of the reasons why amazon, having had a head start, is able to kind of preserve that head start, because they've got the mo data of anyone. >> alexa is one more way for amazon to gather extremely valuable data. and this data collection is extremelimportant to thisss busiodel. it's extreme hard to do, and, you know, convincing people toy just depmething like this in their home is a brilliant trick. >> narrator: dave limp is amazon's head of devices. >> how is it that you convince