Amazon announced a new “Sassy” personality option for its Alexa+ assistant, which is designated for adults only.
The new feature is part of Amazon’s broader effort to make the assistant more customizable in the generative AI era. The Sassy option 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.
Users must complete additional security checks in the Alexa app before enabling the Sassy personality. On iOS, this process involves a Face ID scan. The personality style will not be available when Amazon Kids is enabled.
Amazon describes the Sassy style as using explicit language and delivering answers with wit, roasts, and “mature subject matter.” The AI assistant stated the style is built on the premise of “help first, judge always.” However, Amazon said the option will not include NSFW content such as explicit sexual content, hate speech, or illegal activities.
The company stated the new option will not include personal attacks or anything 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.
