Amazon to integrate next-gen Alexa model into BMW cars
BMW drivers will soon have access to the latest iteration of Amazon’s Alexa artificial intelligence voice assistant.
The two companies are building on a partnership launched in 2024 that places the BMW Intelligent Personal Assistant, which runs on Amazon Alexa Custom Assistant voice-enabled AI technology, in select vehicles and countries.
Now Amazon is releasing the latest version of its Alexa Custom Assistant for vehicles, a service enabling automakers to create their own intelligent AI assistants running on leading-edge Alexa+ architecture. Introduced in early 2025, Alexa+ combines more than 70 large language models and agentic capabilities, supported by the Amazon Bedrock platform on Amazon Web Services.
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The expanded Alexa+ integration is expected to debut in select BMW models soon and intended to enable drivers to communicate using truly natural conversations.
"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," said Daniel Rausch, VP of Alexa and Echo. "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."
The revamped Alexa architecture includes generative AI functionality as well as capabilities based on agentic AI, which can analyze massive amounts of data in near-real-time and then automatically take action based on the results.
According to Amazon, these agentic capabilities essentially teach Alexa+ to navigate the digital world as a person would. This enables Alexa+ to take a customer request, navigate to an API developer’s website, and complete tasks requested by the customer.
With this support for APIs and agentic AI, the new Alexa+ architecture can let customers seamlessly connect with a wide variety of retailers and services including Amazon, Whole Foods Market, Uber, GrubHub, Ticketmaster, Yelp and smart home devices.
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"We have a long-standing partnership with Amazon, characterized by passion and shared goals," said Jörn Freyer, VP of user interaction, BMW Group. "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."
