Amazon has rolled out three selectable personality styles for Alexa+ to allow users to choose how the AI assistant communicates across Echo devices, the Alexa app, and the web without changing any of its underlying capabilities.
The update arrives as major AI platforms compete to offer deeper personalisation tools, with ChatGPT, Google Gemini, and Microsoft Copilot all introducing user-facing controls that let people shape how an assistant speaks and responds.
The three new modes are Brief, Chill, and Sweet, each built around a specific combination of five behavioural dimensions that Amazon defines as expressiveness, emotional openness, formality, directness, and humour.
Brief targets users who want the fastest possible exchange, cutting responses down to direct facts with no small talk, no elaboration, and no conversational padding beyond what the query requires.
Chill adopts a relaxed and conversational rhythm, making it a more natural fit for open-ended questions, exploratory requests, or interactions where a looser back-and-forth feels more appropriate than an efficient one-line answer.
Sweet leans into higher emotional openness and expressive language, responding with warmth and encouragement to make routine interactions such as weather checks, reminders, and smart home confirmations feel noticeably more upbeat.
How the styles are built
Each mode represents a calibrated blend across all five behavioural dimensions rather than a surface-level tone adjustment, which produces genuinely distinct responses to identical queries depending on the active style.
Brief scores low on expressiveness and humour while prioritising directness, while Sweet scores high on emotional openness, generating a fundamentally different delivery even for the most routine requests.
The feature reflects growing evidence that users want more control over AI communication styles, a pattern that has pushed most major voice and chat assistants to move beyond single-tone default personalities in recent product cycles.
Amazon confirms that Brief, Chill, and Sweet represent only the first wave of personality styles, with additional options planned as the Alexa+ platform continues to expand beyond its current US availability.
Switching styles
Users can activate a style by saying “Alexa, change your personality style” to a compatible Echo device or by navigating to Device Settings and selecting Alexa’s Personality Style within the Alexa app.
Each style can also be paired with one of eight available voice options, accessible under the General settings tab in the app, allowing users to combine conversational tone and vocal character independently across different devices.
Personality styles are available now for all Alexa+ customers in the United States, with Amazon noting that further style options and broader regional availability are expected to follow in upcoming updates.
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