Alexa+ introduces an adults-only personality mode that allows swearing but blocks NSFW content

Amazon’s AI assistant Alexa+ is getting yet another new personality option. On Thursday, the company said it is expanding the range of personality styles users can choose from by adding a new “Sassy” mode, which is intended only for adults. Amazon noted that before users can enable the Sassy personality, they must complete additional security checks in the Alexa app.

Amazon also said the personality style will not be available when Amazon Kids is turned on.

The new mode joins other personality options such as Brief, Chill, and Sweet, which were introduced last month.

When users switch on the Sassy option in the Alexa mobile app, they are shown a warning that the Sassy style uses explicit language, which is why a security check is required. On iOS, that process involved a Face ID scan.

The AI assistant described its tone this way: “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. Expect reality checks delivered with charm, compliments that somehow sting, and warmth you didn’t see coming. Equal-opportunity irreverence, zero apologies. Honest, sharp, and funny — and somehow that’s more helpful than helpful.”

Alexa’s app also warned that the style could include “mature subject matter.”

However, a closer look showed that this is not Amazon’s equivalent of something like Grok’s adult AI companions. The assistant indicated that the new option will still avoid areas such as explicit sexual content, hate speech, illegal activity, personal attacks, or anything that could encourage harm to the user or others.

The move is the latest example of Amazon’s effort to make Alexa+ more customizable as it reshapes the assistant for the generative AI era. By giving users a range of personalities to choose from — including one designed to feel more adult — Amazon is following a broader AI trend in which companies are experimenting with tone, style, and personas to make assistants feel more engaging and more tailored to each user’s preferences.