Amazon has introduced a new “Sassy” personality option for its Alexa+ assistant, exclusively for adults, as part of its effort to make the assistant more customizable in the generative AI era.
The new feature joins other recently launched personalities, including Brief, Chill, and Sweet, which were introduced last month. This expansion follows a trend of companies experimenting with AI assistant personas to increase user engagement. Amazon’s broader effort is aimed at enhancing user experience through diverse interaction styles.
To enable the Sassy personality, users must complete additional security checks in the Alexa app. For iOS users, this process involves a Face ID scan, ensuring an extra layer of security. The Sassy style will not be available when Amazon Kids is enabled, maintaining a safe environment for younger users.
Amazon describes the Sassy style as utilizing explicit language and delivering answers with wit, roasts, and “mature subject matter.” The AI assistant noted that this style is built on the premise of “help first, judge always.” However, Amazon clarified that the option will not include NSFW content such as explicit sexual content, hate speech, or illegal activities.
The company assured that the new Sassy option will not include personal attacks or content that could cause harm to oneself or others. The AI assistant described the style as providing “reality checks delivered with charm” and “equal-opportunity irreverence.” This move is the latest example of Amazon revamping the assistant for the generative AI era, focusing on creating a more engaging and personalized user experience.
