In a move aimed at making AI interactions more personal, Amazon has introduced new personality options for its AI assistant, Alexa+. The company announced the launch of 3 new personality styles — Brief, Chill, and Sweet — allowing users to change how Alexa communicates and responds.
Each style adjusts the assistant’s tone and interaction approach. The Brief style delivers short and direct responses. The Chill style makes Alexa sound more relaxed and conversational, similar to a laid-back friend. The Sweet style focuses on warmth and enthusiasm, offering encouragement and positivity during interactions, according to Amazon.
The concept of giving AI assistants distinct personalities has remained a complex topic for developers. Some chatbot platforms have faced concerns after overly affirming AI behaviour led certain users to form unhealthy emotional dependence. In some reported cases, lawsuits have alleged that such interactions worsened existing mental health issues, contributing to serious crises.
At the same time, users increasingly want control over how AI communicates. Many have already used custom instructions to shape chatbot personalities. To address this trend, OpenAI introduced updates in December that allow users to adjust response style, including warmth, enthusiasm and emoji usage. Despite these controls, some users have said newer AI models feel overly reassuring by default.
Amazon explained that Alexa’s new personalities are built using 5 behavioural dimensions: expressiveness, emotional openness, formality, directness and humor. Each personality combines these traits differently. For example, Brief is not only concise but also casual, direct and uses minimal humor.
Users can switch styles by speaking directly to Alexa through compatible devices such as Echo speakers or by selecting “Personality Style” within the Alexa app’s Device Settings.
Amazon confirmed that these 3 styles are only the first set, with additional personality options planned in the future. Currently, the feature is available only in the U.S. market.
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