Amazon rolled out new personality customization options for its AI-powered Alexa Plus today, giving subscribers three distinct conversation styles to choose from. The Brief, Chill, and Sweet presets allow users to tailor how the voice assistant responds during interactions. This marks the first time Amazon has offered personality control features for its flagship voice assistant.
The development builds on Amazon's ongoing transformation of Alexa announced earlier this year. The company has been working to evolve its traditional voice assistant into a more conversational AI system capable of competing with ChatGPT, Google's Bard, and other advanced chatbot technologies that have captured consumer attention.
The Brief personality mode delivers concise, straightforward responses designed for users who want quick answers without additional conversation or elaboration. This style focuses on efficiency and getting straight to the point during voice interactions. Amazon positioned this option for busy users who need information fast.
The Chill preset adopts a more relaxed, laid-back conversational tone in all responses. This personality style uses casual language and maintains a more informal approach to user queries. The Sweet mode makes Alexa significantly more cheerful, friendly, and enthusiastic during conversations with users.
Amazon designed these personality options to address user feedback requesting more control over AI assistant interactions. The company conducted extensive user research showing that different people prefer varying communication styles from their digital assistants. This customization moves beyond the one-size-fits-all approach that has defined voice assistants since their introduction.
The personality features launch exclusively for Alexa Plus subscribers in the United States today, with Amazon promising international expansion in coming months. This premium tier costs users a monthly subscription fee and includes enhanced AI capabilities powered by large language models. The timing coincides with Amazon's broader push to monetize Alexa after years of operating the service at a reported loss.