BMW Group has partnered with Amazon to bring the latest Alexa Custom Assistant to its cars.
Amazon unveiled the updated Alexa Custom Assistant for automotive use on 6 November, describing it as a full-service platform for carmakers to build their own AI-driven in-car assistants.
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The system is based on the Alexa+ architecture revealed earlier this year, which Amazon says is “more conversational, smarter, personalised, and designed to help get things done”.
It adds that the automotive-focused assistant is built atop Alexa+, combining “over 70 different large language models and agentic capabilities,” and is powered by Amazon Bedrock on Amazon Web Services (AWS).
The German car manufacturer will be the first to adopt the new Alexa Custom Assistant and Alexa+ in its vehicles, with the experience set to “debut in select BMW models soon”.
Details about the models or the timeline were not shared by the companies.
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By GlobalDataBMW Group vice president of user interaction Jörn Freyer said: “We have a long-standing partnership with Amazon, characterised by passion and shared goals. By leveraging Amazon’s advanced AI technology with Alexa+, we’ve created an intelligent assistant that feels truly BMW, delivering the convenience and experience our customers expect.”
Amazon said this step advances in-car conversational AI from basic voice commands to “truly natural conversations and intelligent capabilities”.
The integration aims to offer drivers more complex, contextual and personalised interactions while keeping attention on the road.
Alexa and Echo vice president Daniel Rausch said: “By bringing our Alexa+ architecture to Alexa Custom Assistant, we’re enabling partners to create uniquely branded experiences with seamless interactions and everyday utility customers value.
“The enthusiasm from partners to build on our service affirms our vision for the future we’re creating—one where responsive AI is seamlessly woven into every aspect of our customers’ lives. I’m excited to see this all come to life starting with a valued partner like BMW.”
In addition to Alexa+ features, AWS supports BMW’s connected vehicle services, virtual hardware environments and engineering workflows.
