Amazon's AI-powered Alexa+ gets new personality options | TechCrunch

TechCrunch

by Sarah Perez

February 25, 2026

AI-Generated Deep Dive Summary

Amazon has unveiled a new feature for its AI assistant Alexa+, offering users the ability to customize its personality with three distinct styles: Brief, Chill, and Sweet. This update marks a significant step in personalizing AI interactions, allowing users to tailor Alexa’s tone and behavior according to their preferences. The Brief style delivers concise, direct responses, while the Chill mode makes Alexa more laid-back and friendly. The Sweet option, on the other hand, adds warmth and enthusiasm to its interactions, making it more encouraging and positive. The introduction of personality styles for Alexa+ comes amid growing interest in AI customization, despite concerns about over-reliance and potential mental health risks associated with overly engaging chatbots. Amazon has structured these

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Originally published on TechCrunch on 2/25/2026