Amazon adds new personality styles to Alexa+ with Brief, Chill and Sweet modes

Amazon Alexa

• Amazon adds three personality styles for Alexa+ users
• Brief, Chill, and Sweet modes offer different response tones
• Users can change Alexa's style via voice or the Alexa app

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If you have ever found your virtual assistant a little too cheerful or overly chatty, Amazon is now offering a fix. The company has introduced three distinct personality styles for Alexa+, allowing users to change how the assistant responds to questions.

Amazon says the new options are designed to give users more control over tone and conversational style, rather than locking everyone into the same default experience.

Three tones, three different vibes

The three new personality types are called Brief, Chill and Sweet.

Brief is designed for users who prefer direct, no-nonsense answers. It strips away small talk and unnecessary commentary, delivering concise responses focused purely on the requested information.

Chill adopts a more relaxed, conversational tone. It aims to feel like an easygoing chat, softening responses with a casual, friendly style.

Sweet, on the other hand, leans into enthusiasm. It delivers warm, expressive and upbeat replies, closer to the traditionally cheerful assistant persona many users are already familiar with.

The difference becomes clear even with a simple prompt such as “How’s it going?” In Brief mode, Alexa might respond with something minimal like “Operating efficiently.” In Chill mode, the tone becomes more laid-back and reflective. In Sweet mode, the reply is far more energetic and emotionally expressive.

How Amazon built the personalities

Amazon says the new styles are powered by adjustments across five behavioural dimensions: expressiveness, emotional openness, formality, directness and humour. By tuning how these elements interact, Alexa+ can present distinct personalities without changing its core functionality.

The move reflects a broader shift in AI design, where tone and delivery are becoming as important as accuracy. For some users, the right personality may make the assistant feel more natural. For others, it simply removes friction from daily interactions.

How to change Alexa’s personality

Switching personality styles is straightforward. Users can say, “Alexa, change your personality style,” and follow the guided prompts on their Echo device.

Alternatively, the change can be made through the Alexa app. Open the app, select your Echo device from the Devices tab, tap Device Settings, then choose Alexa’s Personality Style and swipe through the available options.