Alexa+ gains adult-focused 'Sassy' personality mode

On Thursday, Amazon announced that it is expanding its Alexa+ personality lineup to include a new “Sassy” option, which is restricted to adults only. According to Amazon, before users can opt to use the Sassy personality, they will be required to complete additional security checks within the Alexa mobile application. This new option expands a lineup of personality styles that already includes Brief, Chill, and Sweet, which were launched last month.

When a user toggles on the Sassy option in the Alexa app, they are warned that the style uses explicit language, which triggers the security check requirement. On iOS, this security check involves a scan using Apple’s biometric facial recognition system, Face ID. Additionally, Amazon stated that the Sassy personality is unavailable when the Amazon Kids service is enabled on the device.

The AI assistant described its own style to users, stating: “The Sassy style is built on one premise: help first, judge always. Every answer comes wrapped in wit and a well-placed roast — it’ll answer your question; it’ll just make you feel something about it first. Expect reality checks delivered with charm, compliments that somehow sting, and warmth you didn’t see coming. Equal-opportunity irreverence, zero apologies. Honest, sharp, and funny — and somehow that’s more helpful than helpful.” While the assistant uses this witty and roasting tone, Amazon has set strict limits on its output, distinguishing it from competitor AI assistants used for comparison, such as Grok. The AI assistant asserted that the new style won’t generate explicit sexual content, hate speech, illegal activities, personal attacks, or anything that could cause harm to oneself or others.

The introduction of the Sassy style is the latest example of Amazon’s efforts to make Alexa+ more customizable as it revamps the assistant for the generative AI era. By offering users different personality options, Amazon is participating in a broader trend across the artificial intelligence industry, where developers are experimenting with distinct tones, styles, and personas to drive user engagement and personalization.

Why it matters

Amazon is iterating on Alexa+ to make it more customizable, mirroring a broader industry trend of using distinct AI personas to drive user engagement.