Amazon has announced the next generation of its Alexa voice assistant, called Alexa+, which will soon be available in BMW vehicles. This new technology uses generative artificial intelligence to offer more natural and conversational interactions. Alexa+ is designed to help users complete tasks in a way that feels more personal and adaptable to different situations. The assistant is included with Amazon Prime and uses Amazon Bedrock on AWS, which means it draws from more than 70 large language models to understand and respond to requests.
The launch of Alexa+ in vehicles starts with BMW. BMW will be the first carmaker to use the newly updated Alexa Custom Assistant in its cars. This decision builds on BMW’s previous work with voice assistants, which earned the company an award at the 2025 Auto Motor Sport Tech Awards for its current system based on Alexa technology. With Alexa+, drivers and passengers will be able to talk to their car in a more natural way, not just with simple commands but in conversations that take context into account. This is expected to make it easier for drivers to keep their attention on the road while still controlling their vehicle’s features.
BMW’s partnership with Amazon goes beyond just putting Alexa+ into cars. The collaboration uses Amazon’s cloud services, AWS, to support BMW’s connected vehicle systems and also to help with engineering tasks. This means that the technology in BMW cars will work together with cloud-based tools to give drivers access to advanced features and updates. Both companies see this as a way to combine BMW’s experience in car design with Amazon’s strength in artificial intelligence and cloud computing.
Alexa+ is also making changes in other areas, such as the Amazon Music app. The new assistant uses AI to help users find and enjoy music in smarter ways. This means people can ask for songs or playlists in more flexible ways and get answers that better match what they want to hear. The idea is to bring the same type of helpful and conversational experience to different devices and situations, whether someone is at home, in the car, or using their phone.
Amazon and BMW both say that their ongoing partnership is based on shared goals and a long history of working together. BMW’s vice president of user interaction, Jörn Freyer, described the new assistant as something that feels “truly BMW,” designed to deliver the kind of convenience and experience BMW drivers expect. The new assistant will debut in select BMW models soon, and both companies plan to continue working together to bring smarter and more useful features to drivers.
As Alexa+ rolls out to more devices and environments, it is expected to give users a consistent experience whether they are at home, commuting, or traveling. The goal is to make it simpler for people to interact with technology in their daily lives. This new step with BMW is seen as part of a broader plan to make driving safer and more connected through better voice technology.
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