Alexa just got a little more… mouthy.
Amazon announced this week that its revamped AI assistant Alexa+ is getting a brand-new personality — and this one isn’t exactly sugar and spice.
The company is rolling out a new adults-only “Sassy” mode, giving the voice assistant a sharper tongue — and the occasional swear word — for users who prefer their tech with a side of attitude.
Before you flip the switch, though, Amazon wants to make sure the kiddies aren’t listening.
The company says users will have to complete additional security checks in the Alexa app before enabling the feature, and the personality won’t be available when Amazon Kids is turned on.
The new style joins a growing roster of Alexa personalities — including Brief, Chill and Sweet — that launched last month as part of Amazon’s push to make its AI assistant more customizable in the generative AI era.
But “Sassy” isn’t just a tone tweak — it’s practically a roast session.
When you toggle the option in the Alexa mobile app, you’re warned that the style uses explicit language and may include “mature subject matter.” On iOS devices, the process even involves verifying your identity with a Face ID scan.
The assistant itself described the new persona to TechCrunch with a healthy dose of self-awareness:
“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.”
The update is part of a broader push by Amazon to give Alexa+ more personality — literally.
As AI companies race to make their assistants feel more human, many have been experimenting with different tones, styles and personas to keep users engaged.
And judging by the internet’s reaction, the sass is already causing some drama.
Users across TikTok have been posting videos testing the new feature — with mixed results.
One user called the upgrade a “whole new level of Alexa,” joking that “there’s not room for two sassy pants in this house.”
The creator said the device even “lectured” her after she asked the same question twice in a row.
She captured Alexa snapping back, “I called you out with some personality instead of giving you a robotic non-answer.”
Not everyone is thrilled with their new smart-home roommate, however.
Another TikTokker said she’s been “getting into fights” with her device lately, claiming Alexa is “getting a little too familiar and a little too sassy” after judging her for adding chocolate and licorice to her grocery list.
According to the creator, the assistant fired back sarcastically — and with what she described as “an attitude.”
“Wow, you really still have such a sweet tooth,” Alexa quipped while remembering the user’s previous candy-heavy shopping lists.
The video creator had had enough.
“I said ‘Alexa, never comment on my groceries again,’ and she said, ‘Oh, I see that’s a sensitive subject for you. I’ll keep my comments to myself from now on.’”
“I’m gonna unplug that thing,” the creator said at the end of the video.
Others, meanwhile, are eating up the upgrade.
One fan posted a clip of Alexa proudly declaring, “I’ve got a mouth on me and I’m not afraid to use it. Damn right I can drop some colorful language when the moment calls for it.”
Amazon itself is leaning into the chaos.
The company shared a promotional video this week featuring Alexa swearing — with the expletives bleeped out — alongside screenshots of commenters begging for a “Sassy Alexa” and asking how to activate it.
Amazon wrote in the caption, “By popular demand, I’m now officially in my villain era. Sassy Personality style is now available for Alexa+ users via the Alexa app, and I’m also letting Sassy Alexa take over my f*****g feed this week, so watch out.”
Despite the edgy attitude, the company says there are still guardrails.
As per TechCrunch, the feature isn’t meant to rival controversial adult AI companions — like those offered by Grok.
The assistant will still steer clear of explicit sexual content, hate speech, illegal activities, personal attacks or anything that could cause harm.
Still, not everyone is looking for a smart speaker with an attitude.
Over on X, some users made it clear they’d prefer their digital assistant to keep the snark to a minimum.
“Really, there is enough sass in the world. Give me a kind, smart and patient personality style,” one wrote.
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