Amazon has announced that its next-generation Alexa Custom Assistant, built on the advanced Alexa+ architecture, will soon power BMW Group’s intelligent in-car voice assistant, ushering in a new era of natural, contextual, and personalized driving interactions.
“Amazon’s next-generation Alexa Custom Assistant, powered by the advanced Alexa+ architecture, will soon drive BMW Group’s intelligent voice assistant — making interactions inside the car more natural, conversational, and personalized than ever before,” the company stated.
The new system is designed to go far beyond the simple command-and-response model of traditional voice assistants. Leveraging Amazon Bedrock and integrating over 70 large language models, Alexa+ brings sophisticated conversational capabilities that allow it to understand context, tone, and intent — resulting in a smoother and more intuitive user experience.
By embedding Alexa+ intelligence directly into vehicles, the system transforms how drivers and passengers interact with their cars. Instead of issuing static commands, users can engage in fluid, human-like dialogues — for example, asking about traffic updates, adjusting vehicle settings, or planning routes with natural follow-up questions.
BMW, long recognized as a leader in automotive technology, will be the first automaker to integrate the next-generation Alexa Custom Assistant into its vehicles. This collaboration continues BMW’s tradition of embracing cutting-edge digital innovations to enhance driver comfort, safety, and convenience.
“Built on Amazon Bedrock and combining over 70 large language models, this technology brings the full Alexa+ intelligence to vehicles — moving beyond simple commands to create seamless, contextual, and human-like conversations on the road,” Amazon explained.
The integration underscores a broader shift in the automotive industry — from voice assistants being mere digital tools to becoming AI-powered companions that understand context and personalize interactions over time.
With this partnership, BMW is expected to set a new benchmark for AI-driven in-car experiences, paving the way for future vehicles that can adapt dynamically to driver preferences and emotions.
As Amazon and BMW collaborate on this milestone, the fusion of automotive engineering and generative AI signals a future where cars become more than machines — they become intelligent partners in mobility.
