Amazon has launched a new "adults only" personality option for Alexa+ called "Sassy" that allows the voice assistant to use profanity and engage in playful roasting with users. The feature represents a departure from Alexa's traditionally family-friendly tone, targeting adult users seeking more casual interactions.
The new personality option reflects Amazon's efforts to diversify Alexa's appeal and compete with other AI assistants that offer more varied interaction styles. Voice assistants have increasingly focused on personality customization as the market matures and companies seek to differentiate their products.