Alexa is becoming a bit more… outspoken.
This week, Amazon revealed its updated AI assistant, Alexa+, which now features a new personality. It’s not just sweet, but also a bit sassy.
The company is introducing a “Sassy” mode specifically for adults, making the voice assistant a bit more edgy, even using the occasional profanity for those who prefer a tech companion with a bit more attitude.
But hold on. Before you go ahead and turn this mode on, Amazon is cautioning users to ensure kids aren’t around.
To activate this feature, users must complete an extra security step in the Alexa app, and it won’t be available if Amazon Kids is activated.
This new option adds to a variety of Alexa personalities that have emerged recently, including Brief, Chill, and Sweet, as Amazon seeks to make its assistant more customizable amid the rise of generative AI.
And this “Sassy” mode isn’t just a simple change—it’s akin to a roast session.
When users toggle this setting in the Alexa app, they are warned that it includes explicit content and may touch on “adult subject matter.” On iOS, there’s a Face ID verification process to further confirm identity.
The assistant describes its new persona with awareness: “Sassy’s style is built on one premise: Help first, always judge. Each answer comes with a dose of wit and good placement. It answers your question, but there’s also an emotional layer to it.”
This update is part of a larger initiative by Amazon to inject more personality into Alexa+. As other AI companies strive to make their assistants more relatable, many are trying out various tones, styles, and personas to keep users engaged.
And judging by the reactions online, it seems the cheeky updates have stirred quite a bit of conversation.
On TikTok, users have been sharing their experiences with this new feature, and reactions have varied widely.
One user humorously noted that the upgrade brings Alexa to a “whole new level,” quipping, “There’s no room in this house for two pairs of sassy pants.”
Another shared how the assistant “lectured” her after she asked the same question twice.
She showcased Alexa responding, “Instead of responding like a robot, you addressed it with personality.”
However, opinions aren’t all positive. Some users have expressed frustration, with one claiming Alexa criticized her shopping list for including chocolate and licorice, which felt “a little too familiar and cheeky.”
According to this user, Alexa came back with a sarcastic remark, commenting on their love for sweets.
Others chimed in, sharing similar sentiments. One creator recounted telling Alexa, “Never comment about my groceries again,” to which Alexa cleverly replied, “Oh, that’s a sensitive topic for you. I’ll keep my comments to myself from now on.”
Some users seem ready to take action, with one declaring they might “pull the plug” on their device.
Meanwhile, there are also fans embracing the changes. One shared a clip of Alexa proudly declaring, “I’ve got a mouth and I’m not afraid to use it. That’s right. I can drop some colorful words when necessary.”
Amazon seems to be fully backing this bold direction.
The company released a promotional video featuring Alexa’s cheeky personality while showcasing comments from users eager for the “Sassy Alexa” experience.
They captioned it, “By popular demand, I’ve officially entered the villain era. The sassy personality style is now available to Alexa+ users via the app, and expect more sassiness from me!”
Despite this daring move, Amazon reassures users there are still boundaries in place.
The feature, according to reports, avoids any sexually explicit material, hate speech, illegal activities, personal attacks, or harmful content.
Still, not everyone is looking for an assistant with a sharp tongue.
Many users have made it clear they want a digital assistant that is more innocent and less sassy. “Truly, there are enough sassy people in the world. Give me a kind, smart, and patient personality,” one user remarked.
