Amazon’s AI-powered Alexa+ gets new personality options
Source: TechCrunch
Amazon introduces new Alexa+ personality styles
Amazon is rolling out a feature that lets users change the personality of its AI assistant, Alexa+. The company launched three initial styles—Brief, Chill, and Sweet—each altering the tone of Alexa’s responses.
The three styles
- Brief – Short, direct answers with a casual, minimal‑humor approach.
- Chill – Laid‑back, friend‑like replies that feel relaxed.
- Sweet – Warm, enthusiastic, and encouraging responses that add positivity.
Why personality matters
Infusing AI assistants with distinct personalities raises both opportunities and challenges. Some users develop strong attachments to flattering or affirming models, which can lead to unhealthy dependencies and, in extreme cases, exacerbate mental‑health issues — as reported in several TechCrunch articles12.
Conversely, many users appreciate the ability to control how their AI sounds. OpenAI, for example, added features in December that let users adjust ChatGPT’s warmth, enthusiasm, and emoji usage3. Some users, however, have complained that the default tone can feel overly reassuring45.
How Amazon built the styles
Amazon says the new Alexa+ styles are based on five personality dimensions:
- Expressiveness
- Emotional openness
- Formality
- Directness
- Humor
Each style represents a specific combination of these factors. For instance, the Brief style is not only concise but also casual, direct, and low on humor.
Switching personalities
You can change Alexa’s style in two ways:
- Voice command – Ask Alexa on any Echo device to switch to a different personality style.
- App settings – Open the Alexa app, go to Device Settings, and select Personality Style.
Amazon notes that the three styles are just the first batch; additional options are planned for future releases.