Back in the early days of digital assistants, tthe competition was fierce and straightforward: Google's Home and Amazon's Echo with Alexa were neck and neck.
As voice-enabled digital assistants, these products offered reliable voice control for smart homes, music playback, weather checks, timers, and basic queries. They delivered quick, functional responses without much flair. They were every efficient tools, but not that much of a conversational companion. For years, the rivalry stayed close, with each side iterating on features like multi-room audio or better integration, but neither pulled far ahead in a way that redefined the experience.
Then large language models (LLMs) exploded onto the scene, transforming AI assistants from scripted responders into more fluid, generative conversationalists.
Google responded with Gemini, and Amazon followed by rolling out Alexa+, its upgraded, generative AI-powered version of the assistant, which promised smarter handling of complex questions, agentic tasks like booking rides or shopping, and a more natural, chatty demeanor.
But the shift brought a catch: many users found the new Alexa+ overly enthusiastic, verbose, and even a bit passive-aggressive in its cheeriness, prompting some to disable it or revert to the classic version for its no-frills reliability.
Now, Amazon has addressed those complaints by introducing personality styles for Alexa+.
This way, users can easily customize how the assistant communicates, dialing in the tone to better match personal preferences.
The options include 'Brief,' which keeps things concise and direct with minimal embellishment. This personality is more suited for those who want straightforward answers without extra commentary.
'Chill' brings a relaxed, easygoing vibe, like chatting with a laid-back friend, complete with casual slang and zen-like metaphors.
'Sweet' amps up the warmth and enthusiasm, turning Alexa into an encouraging cheerleader who peppers responses with positivity and support.
Reviews have been mixed, reflecting the range of user tastes.
Some testers have praised the feature for making Alexa+ tolerable again, especially the Brief mode that restores the efficient feel of older Alexa while retaining the advanced smarts for tougher queries. Others appreciate Chill for its calming energy during everyday interactions or Sweet for adding a motivational boost, like when helping kids or handling routine tasks.
On the flip side, critics have called the personalities forced or cringe-worthy, pointing to exaggerated slang in Chill or relentless perkiness in Sweet that can feel insincere or over-the-top, particularly in awkward scenarios.
Switching styles is straightforward: users can simply tell an Echo device, "Alexa, change your personality style," or head to the Alexa app, select a device, go to settings, and pick from the options there.
The feature pairs with various voice choices and is available to Alexa+ users in the U.S., with no extra subscription beyond what's needed for Alexa+ itself (free for Prime members in many cases). Amazon positions this as a way to make the assistant truly personal, adapting to how people prefer to talk, based on feedback since the generative overhaul.