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Since Amazon unveiled its Alexa voice assistant in 2014, the company has worked to embed the technology in as many devices as it can, from microwaves and thermostats to ear buds and wall plugs.

Now Amazon is making TVs a bigger focus of its push to put Alexa everywhere, as it looks to cement its presence in the smart home market. At a hardware event in 2021, the company unveiled its first TV sets, which users can control by voice with Alexa. Amazon followed that launch up on Wednesday, adding three new sizes of its QLED TVs and a cheaper model to its lineup of Fire TVs.

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Dave Limp, Amazon’s hardware chief, told CNBC in an interview that smart TVs are the fastest-growing part of the company’s Fire TV business, which also includes streaming sticks and the Fire TV Cube, a streaming box with Alexa. Amazon said Wednesday it has sold more than 200 million Fire TV devices globally, up from 150 million last January.

But as Amazon puts more emphasis on the TV, the company risks the possibility that consumers will shelve their Echo smart speakers, which were introduced in 2014 and soon became a home sensation. That’s not just a hypothetical. Limp ditched his living room speaker.

“I don’t have an Echo in there anymore, I just use my TV,” Limp said. “So it does serve double duty, it’s just its primary responsibility is first and foremost to be a great television.”

Limp, as you’d expect, rejects the idea that an Alexa-powered Fire TV will cannibalize the company’s Echo devices. Entertainment is still the primary purpose of the TV, and the numerous form factors of the Echo can be used in any room in the house.

For Amazon to make a dent in the hypercompetitive smart TV market, the company needs a selling point that goes beyond TV shows, movies and offering all the streaming services available. Amazon sees an opportunity to transform the TV into what’s essentially an extra-large smart display that’s always on.

The company calls it the Fire TV Ambient Experience. Other companies are doing that, too. For example, Samsung and LG have TVs that display high-quality art or photographs when they’re not in use.

“As you’re going around your house and you have all these dark panels, typically they’re off and they’re big black holes on the wall in your house,” Limp said. “So how can we make better use of them?”

Amazon is doubling down on TVs at a time when CEO Andy Jassy has moved aggressively to cut costs, resulting in the largest layoffs in company history, a corporate hiring freeze and several canceled projects.

A portion of the layoffs, which are expected to total 27,000 employees, landed in Limp’s organization, which oversees the development of products such as Alexa, Echo smart speakers and Kindle e-readers. Just under 2,000 people in Limp’s division were let go as part of the job cuts, he previously told CNBC.

Layoffs in the Alexa division were primarily in and around health-related services and newer projects that were “even higher beta,” Limp said.

“We’re still super committed to the Fire TV and Alexa businesses, and you can see it with the products,” Limp said, referring to Wednesday’s announcement.

Since its launch in 2014, Amazon has made big investments in Alexa and assigned top talent to grow the technology, largely at the direction of founder Jeff Bezos, who saw voice as key to how people would interact with computers in the future. Amazon has about 10,000 people working on Alexa-related projects.

But Bezos’ vision isn’t universally accepted. Bloomberg reported that Amazon executives have expressed concern about fading Alexa user engagement. Some worry that Echo speakers are headed in the direction of other once-trendy consumer devices that eventually lost their value. Rather than being used for shopping lists, ordering groceries and setting schedules, what if Echo owners limit their use to basic functions like alarm clocks, timers and weather updates?

Still, Limp said engagement with Alexa devices continues to increase.

“People do use it for an alarm clock, don’t get me wrong, but they use it for so many broad things,” Limp said. “It’s unbelievable when you look at the utility of what Alexa brings into the home. I think Fire TV just enhances that.” 

WATCH: Amazon TV is next step for company to move into internet of things

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Tesla shares drop 7% in premarket trading after Elon Musk says he is launching a political party

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Tesla shares drop 7% in premarket trading after Elon Musk says he is launching a political party

White House Senior Advisor Elon Musk walks to the White House after landing in Marine One on the South Lawn with U.S. President Donald Trump (not pictured) on March 9, 2025 in Washington, DC.

Samuel Corum | Getty Images News | Getty Images

Tesla shares fell in premarket trade on Monday after CEO Elon Musk announced plans to form a new political party.

The stock was down 7.13% by 4:27 a.m. E.T.

Musk said over the weekend that the party would be called the “America Party” and could focus “on just 2 or 3 Senate seats and 8 to 10 House districts.” He suggested this would be “enough to serve as the deciding vote on contentious laws, ensuring that they serve the true will of the people.”

The billionaire’s involvement in politics has been a point of contention for investors. Musk earlier this year was part of the so-called Department of Government Efficiency and worked closely with President Donald Trump — a move seen as potentially hurting Tesla’s brand.

Musk left DOGE in May, which helped Tesla’s stock.

Now tech billionaire’s reinvolvement in the political arena is making investors nervous.

“Very simply Musk diving deeper into politics and now trying to take on the Beltway establishment is exactly the opposite direction that Tesla investors/shareholders want him to take during this crucial period for the Tesla story,” Dan Ives, global head of technology research at Wedbush Securities, said in a note on Sunday.

“While the core Musk supporters will back Musk at every turn no matter what, there is broader sense of exhaustion from many Tesla investors that Musk keeps heading down the political track.”

Musk’s previous political foray earned him Trump’s praise in the early days, but he has since drawn the ire of the U.S. president.

The two have clashed over various areas of policy, including Trump’s spending bill which Musk has said would increase America’s debt burden. Musk has taken issue to particular cuts to tax credits and support for solar and wind energy and electric vehicles.

Trump on Sunday called Musk’s move to form a political party “ridiculous,” adding that the Tesla boss had gone “completely off the rails.”

Musk is contending with more than just political turmoil. Tesla reported a 14% year-on-year decline in car deliveries in the second quarter, missing expectations. The company is facing rising competition, especially in its key market, China.

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AI chip startup Groq expands with first European data center

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AI chip startup Groq expands with first European data center

Jonathan Ross, chief executive officer of Groq Inc., during the GenAI Summit in San Francisco, California, US, on Thursday, May 30, 2024.

David Paul | Bloomberg | Getty Images

Artificial intelligence semiconductor startup Groq announced Monday it has established its first data center in Europe as it steps up its international expansion.

Groq, which is backed by investment arms of Samsung and Cisco, said the data center will be located in Helsinki, Finland and is in partnership with Equinix.

Groq is looking to take advantage of rising demand for AI services in Europe following other U.S. firms which have also ramped up investment in the region. The Nordics in particular is a popular location for the data facilities as the region has easy access to renewable energy and cooler climates. Last month, Nvidia CEO Jensen Huang was in Europe and signed several infrastructure deals, including data centers.

Groq, which is valued at $2.8 billion, designs a chip that the company calls a language processing unit (LPU). It is designed for inferencing rather training. Inferencing is when a pre-trained AI model interprets live data to come up with a result, much like the answers that are produced by popular chatbots.

While Nvidia has a stranglehold on the chips required for training huge AI models with its graphics processing units (GPUs), there is a swathe of startups hoping to take a slice of the pie when it comes to inferencing. SambaNova; Ampere, a company SoftBank is in the process of purchasing; Cerebras and Fractile, are all looking to join the AI inference race.

European politicians have been pushing the notion of sovereign AI — where data centers must be located in the region. Data centers that are located closer to users also help improve the speed of services.

Global data center builder Equinix connects different cloud providers together, such as Amazon Web Services and Google Cloud, making it easier for businesses to have multiple vendors. Groq’s LPUs will be installed inside the Equinix data center allowing businesses to access Groq’s inference capabilities via Equinix.

Groq currently has data centers in the U.S. and Canada and Saudi Arabia with its technology.

Don’t miss Groq CEO Jonathan Ross on Squawk Box Europe at 7:45 a.m. London time.

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Inside a Utah desert facility preparing humans for life on Mars

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Inside a Utah desert facility preparing humans for life on Mars

Hidden among the majestic canyons of the Utah desert, about 7 miles from the nearest town, is a small research facility meant to prepare humans for life on Mars.

The Mars Society, a nonprofit organization that runs the Mars Desert Research Station, or MDRS, invited CNBC to shadow one of its analog crews on a recent mission.

MDRS is the best analog astronaut environment,” said Urban Koi, who served as health and safety officer for Crew 315. “The terrain is extremely similar to the Mars terrain and the protocols, research, science and engineering that occurs here is very similar to what we would do if we were to travel to Mars.”

SpaceX CEO and Mars advocate Elon Musk has said his company can get humans to Mars as early as 2029.

The 5-person Crew 315 spent two weeks living at the research station following the same procedures that they would on Mars.

David Laude, who served as the crew’s commander, described a typical day.

“So we all gather around by 7 a.m. around a common table in the upper deck and we have breakfast,” he said. “Around 8:00 we have our first meeting of the day where we plan out the day. And then in the morning, we usually have an EVA of two or three people and usually another one in the afternoon.”

An EVA refers to extravehicular activity. In NASA speak, EVAs refer to spacewalks, when astronauts leave the pressurized space station and must wear spacesuits to survive in space.

“I think the most challenging thing about these analog missions is just getting into a rhythm. … Although here the risk is lower, on Mars performing those daily tasks are what keeps us alive,” said Michael Andrews, the engineer for Crew 315.

Watch the video to find out more.

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