Amazon’s AI assistant Alexa+ is adopting a fresh personality. On Thursday, the company revealed it is enlarging its selection of personality styles for users, introducing a “Sassy” choice, designated for adults exclusively. Amazon notes that prior to utilizing the Sassy personality, users must complete additional security checks within the Alexa app.

According to Amazon, this personality option will also be unavailable when Amazon Kids is activated.

This new choice joins others like Brief, Chill, and Sweet, which were introduced last month.

When activating the Sassy option in the Alexa mobile app, you are alerted that the Sassy style incorporates explicit language, necessitating a security check. On iOS, this required a Face ID scan.

The AI assistant described its style as follows: “The Sassy style operates on one principle: help first, judge always. Each response is delivered with wit and a well-timed roast — it will address your question, just ensuring you feel something about it first. Anticipate reality checks served with charm, stinging compliments, and unexpected warmth. Equal-opportunity irreverence, no apologies. Honest, sharp, and humorous — and ironically, that’s more beneficial than merely being helpful.”

Additionally, Alexa’s app had cautioned that this style might encompass “mature subject matter.”

Nevertheless, further exploration revealed that this is not Amazon’s approach similar to Grok’s adult AI companions. The AI assistant clarified that the new option will refrain from delving into topics like explicit sexual content, hate speech, illegal actions, personal assaults, or anything that may endanger oneself or others.

This initiative exemplifies how Amazon is working to enhance the customization of Alexa+, as it modernizes the assistant for the generative AI landscape. By providing the assistant with varied personalities — including one tailored for adults — Amazon is tapping into a larger trend in AI, where firms are experimenting with tone, style, and characters to make their assistants more engaging and tailored to the individual preferences of users.