Amazon has introduced new personality controls for its Alexa+ AI assistant, allowing users to tailor the assistant’s tone through three selectable styles: Brief, Chill, and Sweet. The update enables more personalized interactions, with Brief delivering concise responses, Chill adopting a relaxed conversational manner, and Sweet offering warmer, more enthusiastic replies.
The company stated the styles are built on five behavioral dimensions — expressiveness, emotional openness, formality, directness, and humor — creating distinct communication profiles rather than simple tone adjustments. Users can activate the feature via voice commands on compatible devices or through the Alexa app’s device settings.
The move reflects growing demand for customizable AI behavior across consumer products, following similar controls introduced by other major AI platforms. Amazon indicated additional personality options are planned, with the feature currently available only in the United States.
