Too Many T's Releases New Single Featuring Alexa

We're living in an era where AI is becoming increasingly involved with many aspects of human life and entertainment; some examples include Sophia the robot taking on twitter and Big Shaq's rap-battle for Trainline. Following this trend is Serviceplan, who has enlisted UK hip-hop duo Too Many T's to release a song with Amazon's AI voice assistant, Alexa.

The song, titled Featuring Alexa, was released via social media with a music video that takes place in the recording studio. In it, the members of the South London group Too Many T's are pondering how they can become famous like Kanye West. As if on cue, Alexa begins singing to Kanye's 2008 hit Heartless. Alexa's singing inspires the rappers to use recognizable commands to get Alexa to speak and they decided to inegrate her answers between their bars in the song. Check out the full video below.

The song was also released without the AI's voice on the track in an accompanying song Featuring your Alexa, so that listeners at home can sing along karaoke-style with their own Alexas.

The campaign proves that there are plenty of ways for AI and other emerging technologies to become new mediums for advertising that also creates a new genre of entertainment spanning multiple types of creative media.

"Everyone knows Alexa. Not enough people know Too Many T's. Using Alexa in an innovative way to promote these great artists to a global audience is a great example of how a great idea can beat big budget," says Serviceplan's global chief creative officer Alexander Schill of the project.