Watch the tech-centric Super Bowl ads from Amazon, Microsoft and others

Another year, another batch of Super Bowl commercials from tech giants like Amazon, Google and Microsoft.

In fact, Amazon will have different ads focusing on different areas of the business: one highlighting products that won’t be taking advantage of its voice-powered assistant Alexa, and another previewing “Hanna,” an upcoming show on Amazon Prime.

Microsoft, meanwhile, is highlighting some of the ways technology can actually make people’s lives better — perhaps as a corrective to the ongoing backlash against the tech industry.

There will be star-studded spots from somewhat less ubiquitous companies too, with Bumble enlisting Serena Williams to deliver a message of empowerment and Squarespace depicting Idris Elba’s attempts to build his own website.

This year, we’ve also got commercials from non-tech companies like Pringles that place voice assistants and robots front-and-center. And while there are plenty of car commercials, I tried to stick to the ones that actually focused on new tech.

I’ve rounded up the tech-related ads that were released before the game below. Some companies are holding back until the actual Super Bowl, so if necessary, I’ll update this post after the game.

Updated with Budweiser, CBS All Access, Hulu, Netflix and Wix commercials, plus the full TurboTax commercial.

Amazon Alexa

Amazon Prime/”Hanna”

Audi

Budweiser

Bumble

CBS All Access/”The Twilight Zone”

Expensify

Google

Hulu/”The Handmaid’s Tale”

Michelob Ultra

Microsoft

Netflix/”Our Planet”

Pringles

Squarespace

TurboTax

Wix