Amazon’s AI assistant Alexa+ is receiving yet another new character. On Thursday, the firm revealed its intention to broaden its range of personality styles for users, introducing a “Sassy” option, designated exclusively for adults. Amazon notes that prior to utilizing the Sassy persona, users must complete additional security protocols within the Alexa app.

According to Amazon, this personality style will also be inaccessible when Amazon Kids is activated.

This new selection complements existing styles such as Brief, Chill, and Sweet, which were introduced last month.

When you enable the Sassy option in the Alexa mobile application, you are notified that the Sassy style incorporates explicit language, which necessitates a security verification. On iOS devices, this involved a Face ID scan.

The AI assistant articulated its persona as follows: “The Sassy style is constructed on one principle: help first, judge always. Every response is encapsulated with humor and a cleverly timed jab — it will address your inquiry; it will simply evoke a reaction first. Anticipate reality checks presented with charm, compliments that have an edge, and unexpected warmth. Equal-opportunity irreverence, no apologies. Genuine, incisive, and amusing — and somehow that proves to be more beneficial than just helpful.”

Alexa’s app also advised that this style might feature “mature subject matter.”

Nevertheless, further inquiry revealed that this is not Amazon’s equivalent to Grok’s adult AI companions. The AI assistant clarified that the new option will avoid topics such as explicit sexual content, hate speech, unlawful activities, personal attacks, or anything that may inflict harm on oneself or others.

This development exemplifies Amazon’s efforts to make Alexa+ more tailored, as it updates the assistant for the generative AI age. By presenting the assistant with various personalities — including one aimed at adults — Amazon is partaking in a broader trend in AI, where businesses are testing different tones, styles, and identities to make their assistants more engaging and personalized according to individual user preferences.