Amazon’s AI assistant Alexa+ is gaining another new personality. On Thursday, the company announced it is expanding its lineup of user-selectable personality styles to include a “Sassy” option, which is intended for adults only. Amazon notes that before choosing the Sassy personality, users will be required to complete additional security checks within the Alexa app. The company also states this personality style will not be available when Amazon Kids is enabled.
This new option joins others like Brief, Chill, and Sweet, which launched last month. When toggling on the Sassy style in the Alexa mobile app, users are warned that it uses explicit language, which is the reason for the security check. On iOS devices, this process involves a Face ID scan.
Amazon describes the Sassy style as being built on one premise: help first, judge always. Every answer comes wrapped in wit and a well-placed roast. It will answer your question but make you feel something about it first. Users can expect reality checks delivered with charm, compliments that somehow sting, and warmth they didn’t see coming. The style is characterized as honest, sharp, and funny with equal-opportunity irreverence and zero apologies.
The Alexa app also warns that the style could contain mature subject matter. However, this is not Amazon’s version of adult AI companions like those seen elsewhere. The AI assistant clarified that the new option will not engage with explicit sexual content, hate speech, illegal activities, personal attacks, or anything that could cause harm to oneself or others.
This move is the latest example of how Amazon is working to make Alexa+ more customizable as it revamps the assistant for the generative AI era. By offering different personalities, including one positioned for a more adult audience, Amazon is borrowing from a broader trend in AI. Companies have been experimenting with tone, style, and personas to make their assistants more engaging and personalized to individual user preferences.