Amazon customizes next-gen Alexa model with personality styles
Amazon is tailoring the user experience for latest version of its Amazon Alexa voice-enabled device with three distinct personalities.
Initially introduced in February 2025, Alexa+ combines more than 70 large language models and agentic capabilities, supported by the Amazon Bedrock platform on Amazon Web Services.
[READ MORE: Amazon enables new Alexa model with generative and agentic AI]
Amazon is now launching Alexa+ personality styles, starting with offerings known as Brief, Chill, and Sweet. The personalities deliver the same Alexa experience a user would otherwise get, but with a communication style that fits their preferences.
A brief overview of each new Alexa+ personality style follows:
- Brief was developed in response to customer requests for shorter, more direct responses. This style does not offer small talk or extra conversation, just requested information.
- Chill is designed to keep interactions conversational and breezy, offering gentle guidance.
- Sweet is intended to offer genuine warmth and enthusiasm, celebrating user wins and giving encouragement.
Each style is built on a foundation of five interconnected dimensions that work together to create different conversational experiences:
- Expressiveness: ranging from concise to verbose.
- Emotional openness: reserved to enthusiastic.
- Formality: professional to casual.
- Directness: diplomatic to blunt.
- Humor: subtle wit to overt sarcasm.
Each personality style represents a carefully calibrated combination across all five dimensions. The same answer to "What's the weather?" might be brief and efficient in one style or delivered with a playful twist in another.
Users can switch personality styles anytime or return to the original Alexa by asking or through the app. They can also pair their personality style with different voices and devices. These personality styles are available now for all Alexa+ customers, with more to come as Amazon refines and expands these experiences based on user feedback.
Following the successful completion of an early access period that included integration of meal planning and shopping features and incorporating Alexa and other AI-based capabilities into vehicles from automakers including BMW and Hyundai, Amazon has Alexa+ is now generally available for a fee in the U.S. and free to Prime members.
Other ways Alexa+ can help shoppers
With support for APIs and agentic AI, the new Alexa+ architecture can let customers seamlessly connect with a wide variety of retailers and services including Amazon, Whole Foods Market, Panera, Uber, GrubHub, Ticketmaster, Yelp and smart home devices.
In addition, Amazon has enabled the LLMs supporting Alexa+ to string together multiple calls in a row as well as integrate with APIs. This enables the device to handle multifaceted requests, such as booking a reservation at a specific restaurant and then sending a text message to notify a requested contact of the reservation.
