Amazon’s Alexa Gets a Personality Makeover: Inside the Bold Bet to Make AI Assistants Feel Less Robotic
Submitted by Anonymous (not verified) on Wed, 02/25/2026 - 21:19Amazon is making one of its most ambitious moves yet in the voice assistant wars, rolling out a set of new personality options for its AI-powered Alexa that allow users to customize how the assistant sounds, responds, and even jokes. The update, which began appearing on Echo devices and the Alexa app this week, represents a significant strategic pivot for the company as it tries to differentiate its assistant in an increasingly crowded field dominated by conversational AI from OpenAI, Google, and Apple.