BMW is set to feature the next-generation Alexa voice assistant, complete with a generative AI upgrade.
On Monday, Amazon announced that the 2026 BMW iX3 will come equipped with Alexa+, the same cutting-edge AI technology that debuted in millions of their smart devices last year. This marks the first time a vehicle will utilize Amazon’s latest voice assistant, as revealed during the 2026 Consumer Electronics Show in Las Vegas.
This launch is part of Amazon’s broader strategy to integrate its large language model (LLM)-powered voice and digital assistant into every consumer-facing device, whether it’s handheld or in a car. Alexa+ is already present in over 600 million devices, and now it’s the automotive industry’s turn.
Integrating a tailored version of Alexa+ into the BMW iX3 will serve as a vital test for Amazon. Automakers have faced challenges for years in implementing a voice assistant that can manage intricate functions without leaving drivers frustrated. Developing natural language processing—an AI method that helps computers interpret and respond to human speech—has been underway for more than a decade. While advancements have been made, these systems can still struggle with basic human interaction.
The collaboration between BMW and Amazon on Alexa+ has been in development for three years. In 2022, BMW announced that Amazon Alexa would form the backbone of its next-generation voice assistant. Rather than simply embedding Alexa into its vehicles, BMW intends to utilize Amazon’s Alexa Custom Assistant technology to create a tailored version. The timeline has been extended as Amazon has developed an automotive-specific version of Alexa+, designed to enable smooth and natural conversations, much like talking to a person.
Alexa+ was created using Amazon Bedrock, a service that allows AWS users to build applications with generative AI models from Amazon and various third-party partners. Companies like BMW can then customize the application with their exclusive data.
According to Amazon, the resulting voice assistant can break down intricate requests, reason through various steps, and perform tasks across different services. For example, users can initiate a conversation with their Alexa+-enabled Echo speaker at home and continue it in their BMW. Once inside the car, they can make requests through the Alexa+ assistant that might typically require using separate apps, such as music, navigation, and home security systems.
