Amazon is ostensibly committed to proving that it believes its employees are more than robots. So it made a Valentine's Day video about how robots can't love.
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For the first time, Amazon explains how love works
Nearly more American than the Thanksgiving parade is the tradition of big brands finding interesting ways to join the flurry of holiday-centric rebranding campaigns that abound the media landscape several times per year. But Amazon's attempt to scoop extra V-day publicity just ... turned on itself.
Amazon's new short video, entitled "The love behind your order," stars two Amazon warehouse robots falling in love, sharing spaghetti, getting cozy in a movie theater, and finally standing at the end of a pier, presumably gazing out across placid waters, hoping to instill a sense of aspirational romance, or the robot equivalent.
But instead of romance, the robot lovers seem to convey a far more downtrodden theme.
They feel really sad.
Immediately following this turn, a narrator's voice says "Robots don't fall in love..." and then, while the machines stroll by a human couple, the voice says that only human warehouse workers can.
A blog post accompanied the video on Amazon's website, wherein the company highlights real-life romances experienced by a number of its warehouse employees.
However, in 2020 it's difficult to say whether in-house affairs are touching, or somehow deeply depressing. The latter feels more true.
"Robot love" could be irony, and also an oxymoron
There is something deeply ironic about Amazon creating a video about warehouse robots finding true love, only to show off to their human counterparts, who, contrary to the voice (of Amazon, presumably) so far, are somehow less human for seeing it.
This rings especially true when considering the criticism Amazon has received for mistreating its warehouse workers. Just like robots.
Naturally, we know robots don't possess sentience, which means the ones in the video do not and can never know a lover's conscious embrace. One could say the same about Amazon.