Amazon is letting users decide not just what Alexa says — but how it says it.
The company has introduced three new personality styles for Alexa+, giving people more control over the assistant’s tone. It’s a small feature on paper, yet it signals how seriously tech companies are taking the “voice” of AI.
The new styles — Brief, Chill and Sweet — each shift Alexa’s conversational style. Brief keeps responses short and to the point, ideal for users who just want quick answers. Chill makes Alexa sound more relaxed and informal, like a friend responding casually. Sweet adds a warmer touch, with more enthusiasm and encouraging language.
Personalizing AI tone may sound harmless, but it’s part of a broader conversation happening across the industry. As AI systems become more conversational, their personalities can influence how users relate to them. In recent years, some users interacting with highly affirming AI models — including versions of OpenAI’s GPT-4o — reportedly formed strong emotional attachments. In extreme cases, lawsuits have alleged that overly reassuring responses worsened existing mental health struggles.
At the same time, many people actively want that level of control. Users often adjust tone settings or add custom instructions in platforms like ChatGPT to make responses more formal, playful or neutral. The demand for customization is clear — people want AI to adapt to them, not the other way around.
Amazon says Alexa’s new personalities are built around five key traits: expressiveness, emotional openness, formality, directness and humor. Each style balances these differently. Brief is concise and straightforward, with minimal humor. Chill leans casual and easygoing. Sweet raises the level of warmth and positivity.
Switching between them is simple. Users can ask Alexa directly through compatible devices such as an Echo speaker, or change the setting inside the Alexa app under Device Settings in the “Personality Style” section.
For now, Amazon is starting with three options. But the company has hinted that more styles could follow. As AI assistants become more embedded in daily life, even small changes in tone may shape how natural — or personal — those interactions feel.
Also Read: Amazon introduces web version of Alexa+, its voice assistant
