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Thank you for your inquiry! The Insignia™ 55" Class QF Series QLED 4K UHD Smart Fire TV does come with built-in Alexa as part of its Fire TV functionality. However, based on the available product information, this model appears to support Alexa voice control only through the Alexa Voice Remote, which means you need to press the microphone button on the remote to activate voice commands. There is no clear indication that this TV supports hands-free Alexa, where you can simply say "Alexa" without pressing a button. Keith | Insignia Support
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