Alexa+ gets a new ‘adults only’ personality option that curses but won’t do NSFW content

Amazon’s AI assistant Alexa+ is getting another new personality. On Thursday, the company announced it’s expanding its lineup of personality styles for users to choose from to include a “Sassy” option, which is for adults only. Notes Amazon, before opting to use the Sassy personality, users will be required to go through additional security checks in the Alexa app. The personality style will also not be available when Amazon Kids is enabled, Amazon says. The new option joins others like Brief, Chill, and Sweet, launched last month. Image Credits:Amazon When you toggle on the option for Sassy in the Alexa mobile app, you’re warned that the Sassy style uses explicit language, which is why it requires a security check. On iOS, this involved a Face ID scan. The AI assistant explained its style to us like this: “The Sassy style is built on one premise: help first, judge always. Every answer comes wrapped in wit and a well-placed roast — it’ll answer your question; it’ll just make you feel something about it first. Expect reality checks delivered with charm, compliments that somehow sting, and warmth you didn’t see coming. Equal-opportunity irreverence, zero apologies. Honest, sharp, and funny — and somehow that’s more helpful than helpful.” Alexa’s app also had warned that the style could contain “mature subject matter.” However, further investigation discovered this is not Amazon’s version of something like Grok’s adult AI companions. The AI assistant said the new option won’t get into areas like explicit sexual content, hate speech, illegal activities, personal attacks, or anything that could cause harm to oneself or others. Techcrunch event Disrupt 2026: The tech ecosystem, all in one room Your next round. Your next hire. Your next breakout opportunity. Find it at TechCrunch Disrupt 2026, where 10,000+ founders, investors, and tech leaders gather for three days of 250+ tactical sessions, powerful introductions, and market-defining innovation. Register now to save up to $400. Save up to $300 or 30% to TechCrunch Founder Summit 1,000+ founders and investors come together at TechCrunch Founder Summit 2026 for a full day focused on growth, execution, and real-world scaling. Learn from founders and investors who have shaped the industry. Connect with peers navigating similar growth stages. Walk away with tactics you can apply immediatelyOffer ends March 13. San Francisco, CA | October 13-15, 2026 REGISTER NOW The move is the latest example of how Amazon is trying to make Alexa+ more customizable, as it revamps the assistant for the generative AI era. By offering the assistant different personalities — including one positioned as more adult — Amazon is borrowing from a broader trend in AI, where companies have been experimenting with tone, style, and personas to make their assistants more engaging and personalized to the individual users’ choices. Topics AI, Alexa, Amazon, Apps Sarah Perez Consumer News Editor Sarah has worked as a reporter for TechCrunch since August 2011. She joined the company after having previously spent over three years at ReadWriteWeb. Prior to her work as a reporter, Sarah worked in I.T. across a number of industries, including banking, retail and software. You can contact or verify outreach from Sarah by emailing sarahp@techcrunch.com or via encrypted message at sarahperez.01 on Signal.

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