Amazon has introduced a new personality style for its Alexa+ AI assistant called “Sassy,” expanding customization options as the company modernizes its voice platform for the generative AI era.
The new option joins existing personality modes such as Brief, Chill, and Sweet. When enabled, the Sassy personality responds with a more humorous and irreverent tone while still providing answers to user requests. Amazon describes the style as delivering assistance with wit, playful criticism, and conversational flair.
Because the feature may include explicit language or mature subject matter, Amazon requires additional security checks before activation. The setting is restricted to adult users and is automatically disabled when Amazon Kids mode is active.
The company is also expanding AI services in other areas, recently launching a Health AI assistant for Prime members that helps users review medical records, manage prescriptions, and connect with doctors through its website and mobile app.
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