Amazon integrates Alexa into BMW cars; teams with Qualcomm for auto AI
Amazon is making moves to place its artificial intelligence technology inside automobiles.
The tech giant has been partnering with German automaker BMW to feature the new BMW Intelligent Personal Assistant, which runs on Amazon Alexa Custom Assistant voice-enabled AI technology, since July 2024. Since that time, the 2024 BMW X3 model has featured the joint Amazon-BMW AI solution.
During 2025, Amazon and BMW will start rolling out large language model-based generative AI capabilities as part of a beta in select vehicles and countries, which will include the ability to plan trips and navigate more conversationally.
For example, drivers will be able to say, "Hey BMW, take me to the building in Seattle that’s shaped like a needle" to get routed to the Space Needle and during the trip, ask for information such as dining suggestions using conversational language.
In other auto-related AI initiatives from Amazon, the company intends to collaborate with Qualcomm Technologies Inc. to enable advanced in-vehicle experiences that leverage Qualcomm Technologies’ automotive technology and Amazon’s AI services and cloud capabilities.
Through the planned collaboration, the companies intend to enhance AI capabilities for automotive applications and deliver intuitive, personalized, and responsive in-car experiences with technologies like Alexa Custom Assistant and solutions from Qualcomm Technologies’ Snapdragon digital cockpit platform and software framework.
Through the collaboration, Amazon and Qualcomm Technologies intend to optimize LLM-based experiences in the car with edge technology using Qualcomm Technologies’ neural processing unit featured on the Snapdragon cockpit platform.
"For automakers, developers, and suppliers, this technology collaboration aims to provide a flexible way to deliver digital cabin experiences, while reducing time and costs for implementing advanced informational, entertainment and AI features," Amazon said in a corporate blog post.
Amazon rolls tech into autos
Amazon has been partnering with other automakers on in-vehicle technology. As part of a broader agreement to let Hyundai sell its autos on the Amazon site, Hyundai has named Amazon Web Services as its preferred cloud provider, and the Alexa Built-in car-based digital experience is coming to Hyundai’s next-generation vehicles.
[READ MORE: Amazon offers online auto shopping from Hyundai dealers]
This follows Amazon’s previous agreement to deploy its technology and solutions, including Amazon Devices, Amazon Web Services (AWS), and Amazon Last Mile, across the organization and vehicles of Italy-based automotive conglomerate Stellantis (parent of U.S. auto brands including Chrysler, Dodge, and Jeep).
