Amazon Brings Custom Personality Styles to Alexa+ in Latest Update
In Focus
- The company added three new personality settings to the AI assistant
- Users can choose between Brief, Chill, and Sweet styles
- Amazon to add more personality variations in the future
Amazon is giving users more control over how Alexa+ sounds and responds. On February 25, 2026, the company introduced new personality settings for its AI assistant, namely Brief, Chill, and Sweet. According to TechCrunch, each of these personalities is designed to adjust the AI assistant’s delivery style and tone.
Personality Styles Expected to Improve User Experience
Amazon’s Alexa+ personality update allows users to customize interactions to their preference or context. The features in Amazon’s Alexa AI upgrade reflect the company’s wider plan to refine user experience around its AI-powered voice assistant. This refinement will give customers flexibility in what the AI assistant delivers and how it delivers it.
If a user selects the Brief style, Alexa generates short, straightforward responses without elaborating much. The Chill style changes the AI assistant to a conversational tone that mimics a relaxed friend. For the Sweet style, users will interact with a warmer, more enthusiastic Alexa featuring encouragement and positive language.
Amazon says Alexa+ Brief, Chill, and Sweet modes are designed to make conversations with the AI assistant feel more personalized, without changing the substance of the information provided. The company showcased Alexa’s AI capabilities a year ago.
The Challenge of Adding Personality to AI Models
Infusing a distinct personality into AI models has proven challenging for model developers. Although some users prefer chatbots that are warm and affirming, critics warn that systems that flatter too much can create unintended consequences.
OpenAI’s GPT-4o, for example, has faced scrutiny after some users reportedly formed unhealthy attachments to the technology. Several lawsuits have alleged that in some instances, dependence on such chatbots have worsened pre-existing conditions and resulted in mental health crises.
In December 2025, OpenAI introduced the ChatGPT tone customization feature. The feature allows users to adjust the tone and style of the chatbot in terms of enthusiasm and warmth. Despite these changes, some users still find the AI model too reassuring.
Even so, many chatbot users prefer to control AI users by customizing instructions in a way that shapes the personality that chatbots adapt in their responses. Calls for greater control over how AI systems communicate continue to grow. In March 2025, Amazon discontinued Alexa voice recording amidst data privacy concerns.
How Can Users Switch Between Alexa+ Styles?
Users can switch between styles by asking Alexa directly through a compatible device, such as an Echo speaker. Alternatively, they can adjust the setting manually in the Alexa app by going to Device Settings and selecting “Personality Style.”
Amazon describes the three initial options as a starting point. The company says it has additional personality variations planned for future release. According to the company, Alexa’s customizable tone feature is built around five core dimensions.
These traits contribute to its personality, including its emotional openness, expressiveness, formality, directness, and humor. Each personality option blends these dimensions at different levels to create a distinct tone. The Brief mode, for example, is succinct and also casual and straightforward, with minimal emphasis on humor.
