BMW Becomes First Automaker to Integrate Amazon's Alexa+ AI Assistant in Vehicles

Alexa+ is coming to BMW vehicles

It continues a long-standing partnership between the two companies. Amazon is gradually rolling out its next-generation Alexa assistant within its own product ecosystem, but the latest recipient of is BMW. Amazon has the latest version of Alexa Custom Assistant, the platform that allows companies (including BMW) to build their own AI assistants that leverage Alexa tech, which will be powered by Alexa+ going forward. With Alexa+ architecture working under the hood, drivers will benefit from a more natural, conversational style of in-vehicle interactions, while making use of the assistant's more comprehensive agentic capabilities and ability to deal with more complex instructions than it could previously. Alexa+ can access more than 70 large language models (LLM), and Amazon has promised that any conversation you've had with one of its home devices can be continued in the car. BMW was already Alexa Custom Assistant as the foundation of its in-vehicle voice assistant tech, which it calls the BMW Intelligent Personal Assistant (IPA), and it'll be the first car manufacturer to get access to Alexa+. At CES 2024, the two companies also a new feature that effectively allows Alexa to absorb the driver's manual so it can answer any question about your car in real-time. BMW has gone all in on Amazon's ecosystem, with its connected features also powered by the Amazon Web Services (AWS) cloud platform. The new Alexa Custom Assistant will come to select BMW models soon, but we don't currently have any specifics as to the exact date or which vehicles will get it.

BMW brings Alexa+ onboard and your car just got a personality update

Smarter navigation, better chat, fewer arguments with your partner. What's happened? BMW and Amazon have announced a major upgrade to BMW's built-in voice assistant system, integrating Alexa+, Amazon's next-generation AI assistant built on Alexa Custom Assistant. According to Amazon, the new system will deliver more natural conversations, better context awareness, and personalised responses inside BMW vehicles. BMW becomes the first automaker to adopt Alexa+ in vehicles, combining Amazon's large-language model architecture with BMW's driving context. The new system moves beyond fixed voice commands toward "true conversational experience," allowing drivers to speak more naturally and expect richer interactions. Integration will appear in select upcoming BMW models, though exact availability dates and model lists are yet to be revealed. The joint announcement emphasises that BMW will maintain its brand feel and user experience while leveraging Amazon's AI tech stack (including AWS and Bedrock). Why this is important: This move marks a big step in how voice assistants operate inside cars. Now, it's no longer just about controlling climate or music, but becoming more like a conversational co-pilot. That matters because drivers increasingly expect more natural voice interactions while keeping their hands on the wheel and eyes on the road. By merging Alexa+ with BMW's systems, both companies are betting that richer context-aware voice services will set the tone for next-gen in-car experiences. Furthermore, BMW has the opportunity to differentiate its infotainment by offering "smarter" responsiveness than generic voice assistants in other vehicles. Recommended Videos From a business viewpoint, it signals the growing importance of AI and voice services in vehicles, not just hardware and drives. As automakers push toward software-defined vehicles, in-car assistants become more central, with things like handling navigation, vehicle controls, media, and even smarter suggestions based on driving context. BMW and Amazon's partnership shows how the auto and tech industries are converging around these services. Why should I care? If you're in the market for a BMW (or already own one), this means your car's voice interface may get a meaningful upgrade soon -- one that feels more natural and less rigid than typical in-car assistants. You'll likely be able to ask more complex queries like "Play my road-trip playlist, tell me the nearest EV charger, and ping my home to turn on the lights," all without figuring out command keywords. It also means that your vehicle can begin to act more like part of your personal ecosystem: Alexa's smart-home reach (once brought into the car) could let you control not just the vehicle but your home while on the road. For drivers who value convenience, reduced distractions, and more seamless integration with smart devices, this update could raise the in-car tech game. Still, it's worth keeping expectations realistic: you'll need a compatible BMW model and possibly additional subscriptions, and full rollout details remain to come. Okay, so what's next? BMW and Amazon haven't published a full rollout schedule yet, but the companies say the Alexa+ upgrade will appear in select BMW models "soon". Keep an eye on BMW's official communications or dealer announcements for exact model years. In the meantime, you can prepare by making sure your BMW (if eligible) has the latest software updates and staying tuned for when this next-gen voice capability becomes available. As voice assistants evolve, expect future updates to add features like more local offline processing (important when you're in low-connectivity areas), deeper integration with vehicle systems, and personalised driving experiences that learn from your habits.

BMW Brings Alexa+ to Its Infotainment System-Here's What It Means

By using the new generative AI platform, BMW drivers will be able to have more natural in-car conversations with the infotainment system. BMW cars will be the first to integrate Amazon's next-generation voice assistant technology. The German automaker's infotainment systems have long been using Alexa Custom Assistant, the platform that allows companies to build their own artificial intelligence assistants based on Alexa tech. Moving forward, however, the voice that responds to the driver's commands in BMWs will leverage the Alexa+ architecture, which is based on generative AI. For owners, it means that in-car conversations and commands should sound more natural, with Alexa+ no longer being constrained by a set number of keywords. Amazon said Alexa+ can access over 70 large language models (LLMs), and that conversations that were started with other Alexa+ devices can be continued in the car. In practice, drivers will be able to say things like "find a DC fast charger nearby that has a well-rated restaurant, and then play my road trip playlist." According to Amazon, integrating Alexa+ in vehicles "represents a significant leap forward for in-vehicle conversational AI, moving beyond simple structured voice commands to deliver truly natural conversations and intelligent capabilities." BMW's Alexa+ integration should be similar to Volvo's integration of Google Gemini, another AI-based personal assistant. The difference, however, is that Volvo uses Google Maps as its go-to navigation system, and it's theoretically easier to integrate Google's voice assistant. Volvo's entire infotainment system is also based on Google's Android Automotive OS. Meanwhile, the latest generation of BMW's iDrive infotainment system is based on the Android Open Source Project (AOSP) and uses a custom-built navigation system. BMW hasn't revealed which models will be the first to get the new generative AI-based voice assistant, and Amazon said that the rollout will happen "soon."

BMW integrates Alexa+ for true in-car conversations

Future BMW drivers will be able to issue multi-step, natural requests like "find a charger and play my playlist." BMW and Amazon announced the integration of Alexa+, Amazon's next-generation AI, into BMW's in-car voice assistant, offering natural, context-aware conversations for drivers. BMW becomes the first automaker to adopt Alexa+ in vehicles. This system combines Amazon's large-language model architecture with BMW's driving context. It replaces fixed voice commands with a "true conversational experience," enhancing driver interaction. The integration will feature in select upcoming BMW models; specific availability dates and model lists remain undisclosed. Both companies emphasize BMW will retain its brand identity and user experience while leveraging Amazon's AI tech stack, including AWS and Bedrock. This development signifies an evolution in in-car voice assistants, moving beyond basic controls to function as a conversational co-pilot. Drivers increasingly expect natural voice interactions to maintain focus on the road. The merger of Alexa+ with BMW's systems aims for richer, context-aware voice services, potentially establishing a standard for future in-car experiences. BMW aims to differentiate its infotainment through enhanced responsiveness compared to generic voice assistants. From a business perspective, this partnership highlights the increasing importance of AI and voice services in vehicles, alongside traditional hardware. As automakers advance toward software-defined vehicles, in-car assistants like Alexa+ become central to managing navigation, various vehicle controls, media, and offering contextual suggestions. The collaboration between BMW and Amazon exemplifies the convergence of the automotive and technology industries within these service areas. For current or prospective BMW owners, this means a potential upgrade to the vehicle's voice interface. Users may issue complex queries such as, "Play my road-trip playlist, tell me the nearest EV charger, and ping my home to turn on the lights," without requiring specific command keywords. This integration could also extend Alexa's smart-home capabilities to the vehicle, allowing control of home devices from the car. While offering convenience, reduced distractions, and seamless smart device integration, a compatible BMW model and potential subscriptions are required, with full rollout details pending. BMW and Amazon have not released a comprehensive rollout schedule. They state the Alexa+ upgrade will appear in select BMW models "soon." BMW customers should monitor official communications or dealer announcements for exact model years and software updates to prepare for this next-gen voice capability. Future updates to voice assistants are expected to include features like more local offline processing, deeper vehicle system integration, and personalized driving experiences based on user habits.