Amazon’s AI assistant Alexa+ has a new personality. The company announced Thursday that it is expanding the lineup of personality styles users can choose from, including adding an adult-only “Sassy” option. Amazon notes that users must undergo an additional security check in the Alexa app before choosing to use the Sassy personality.
Personality styles will also no longer be available if Amazon Kids is enabled, according to Amazon.
This new option joins options like Brief, Chill, and Sweet that launched last month.
When you turn on the Sassy option in the Alexa mobile app, you’ll be warned that Sassy styles are explicit and require a security check. On iOS, this included Face ID scanning.
The AI assistant explained its style to us as follows: “Sassy’s style is built on one premise: Help first, judge always. Every answer is wrapped in wit and a good roast, answering your question, just to make you feel something first. Expect it to be delivered with charming reality checks, compliments that somehow sting, and unexpected warmth. Equal-opportunity irreverence, zero apologies. Honest, incisive, and funny – And somehow it’s more than helpful.”
The Alexa app also warned that the style may contain “adult subject matter.”
However, further investigation revealed that this is not Amazon’s version of something like Grok’s adult AI companion. The AI assistant said this new option does not apply to areas such as explicit sexual content, hate speech, illegal activities, personal attacks, or anything that may cause harm to yourself or others.
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The move is the latest example of Amazon’s efforts to modernize its assistant for the era of generative AI and make Alexa+ more customizable. Amazon is tapping into broader trends in AI by offering its assistants different personalities, including more adult ones. In AI, companies are experimenting with tone, style, and persona to make assistants more engaging and personalized to individual user choices.
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