We only have one thing to say about Alexa’s new ‘Borat’ feature: ‘Verrry nice!’

Justin Chan
·2 min read

With the recent release of Borat Subsequent Moviefilm on Amazon Prime Video, Amazon has included a treat for fans who own an Alexa device.

On Oct. 23, the company’s Prime Video account on Twitter announced that Amazon customers can now ask their voice assistant to speak like the notorious Kazakh character Borat Sagdiyev (who is played by comedian Sacha Baron Cohen).

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“Trust on this one,” the company tweeted. “Say ‘Alexa, open #Borat Assistant’ followed by any of our personal favorites: Tell me the news, sing me a song, tell me a joke.”

Naturally, this author, who owns an Amazon Echo and recently watched the film, had to give it a shot. And, boy, it doesn’t disappoint.

The second I asked Alexa to speak in Borat’s voice, the character greeted me with his signature line: “Jagshemash” (the correct pronunciation is, in fact, “jak się masz,” which means “how are you doing?” in Polish).

“Jagshemash, I Borat and I’m trapped inside your American miracle device,” the voice assistant said. “Would you like to make Amazon purchase?”

When I didn’t answer, the assistant, in typical Borat fashion, got a little pushy.

“Are you still there? Are you giving me the treatment with silence?” it asked.

The Borat assistant also told some crude jokes (when requested), all of which would have made for a great comedy act on its own.

So, if you can’t get enough of Cohen’s character and own an Alexa device, go to town with your voice assistant. Trust me, the experience is “verrry nice.”

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