BMW: The Amazon Alexa+ Personal Assistant Technology in EVs

BMW is the first car manufacturer to include intuitive Alexa+ technology in its vehicles. Its first use will be in the BMW iX3, a battery electric vehicle (BEV).

The AI technology used in the BMW Intelligent Personal Assistant is a large language model (LLM), a generative AI that understands language and is capable of formulating its own responses to questions.

The AI enables natural and intuitive conversation between the driver and the vehicle about the operation of the vehicle, as well as access to wider knowledge and information.

The BMW iX3

The BMW iX3 was first presented at CES 2026 in Las Vegas. It can drive up to 500 miles on a full battery and has a maximum charging power of 400 kW. 

The iX3 is the first in the range of BMW’s Neue Classe cars, a new series which focuses on digitalisation and electrification.

The technologies of the Neue Klasse will be integrated into a total of 40 new models and model updates from BMW. 

Bernd Körber, Head of Product and Brand Management for BMW, says of the car: “Today’s Neue Klasse takes us into a whole new era, which starts with the BMW iX3 as the first model from this new vehicle generation. 

“It stands for electric mobility without range anxiety and for a digital experience that uses intelligent solutions to put our customers at the centre. Moreover, it stands for sustainable production committed to responsible action. But most of all, it starts a new chapter for driving pleasure.”

Amazon Alexa+ technology

Daniel Rausch, Vice President of Alexa and Echo, says: “BMW Group has been fantastic to work with as we introduce the first implementation of the new Alexa Custom Assistant. 

“BMW’s advanced technology, combined with the intelligence and conversational capabilities of Alexa+, creates a truly sophisticated in-vehicle experience.”

The use of predefined voice commands, which has been standard in car personal assistants, is not necessary with the LLM.

The new technology can answer various requests and queries which can be linked together. Follow-up questions can be asked, for example you could ask the personal assistant where the most famous painting in the world is and then follow up by asking for directions there.

Daniel says: "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.

"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."

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Connectivity and technology in EVs

These intuitive features are likely to become more common in vehicles in general as AI technology advances. But manufacturers may be particularly focussed on developing advanced design and connectivity technology for EVs. 

According to McKinsey, EV buyers are most open to services connectivity solutions and in-car digital offerings, with about 69% planning to increase their use of connectivity solutions, compared with 47% of buyers who intend to purchase ICE cars.

McKinsey predicts that by 2030, core connectivity and digital services, such as gaming and over-the-air upgrades for vehicles, among others, could deliver US$250bn to US$400bn in annual incremental value for players across the mobility ecosystem.