Milestone in in-car speech interaction
thanks to AI integration.

The BMW Group is taking human-vehicle interaction to a completely new level – and is the first carmaker worldwide to integrate Amazon’s Alexa+ AI technology into its vehicles. Launching in the BMW iX3, the AI-based BMW Intelligent Personal Assistant is available not just in English but in German too and makes voice control feel more engaging and intuitive.

With the new technology, traditional voice control becomes more like a natural conversation. Instead of relying on fixed commands, occupants can speak freely to ask questions or make requests – whether for vehicle functions or more general topics. As always, the Assistant is activated with the words “Hey BMW” or “BMW”.

By integrating AI-based technology, the BMW Group is specifically enhancing the existing BMW Intelligent Personal Assistant – making it, more than ever, a conversation partner for everyone on board: for an intuitive, intelligent, and dialogue-oriented interaction with the vehicle. This communication goes far beyond simply controlling vehicle functions. 

The AI-based system seamlessly connects voice inputs with the relevant vehicle functions. So, when planning a route with multiple stops, for example, users can simply describe their ideas by speaking naturally to the system and add background information as needed. The system then transfers their desired destinations directly into the navigation system. Natural speech replaces menu choices for more intuitive interaction.

“The new, AI-based BMW Intelligent Personal Assistant sets standards in human-vehicle interaction – both in natural language and dialogue capabilities. We developed the English- and German-language versions of the AI in parallel in collaboration with our partner Amazon. We are now excited to bring this innovation to customers,” says Stephan Durach, Senior Vice President for Development, Digital Services, Infotainment and Connected Company at the BMW Group.

Customers who connect their BMW Intelligent Personal Assistant with their personal Amazon account will benefit from an even more comprehensive offering. They can search for and stream music via compatible services and access additional content more intuitively than ever before.

The use of natural speech in everyday driving makes a real difference, changing the role of language in the car. Instead of controlling individual functions through abbreviated commands, language becomes a control level of its own. Operating vehicle functions is as simple and intuitive as chatting with a companion in the next seat. Drivers can keep their hands on the wheel and their eyes on the road while the car delivers context-aware responses.

Just arrived in a new town or city and want to look around? Ask the BMW Intelligent Personal Assistant. It will devise a route featuring all the attractions you want to see and share relevant information and insights about places you pass along the way. If there’s a sudden change of plan, it will simply reroute to suit your needs. Interested in the statue or building in front of you? Ask the Assistant.

The BMW Intelligent Personal Assistant is programmed to understand the context and intentions behind a request. It also builds on ongoing conversations to enable even more accurate responses in the future.

The technological foundation for this latest innovation is Amazon’s Alexa Custom Assistant. Selected AI-based Alexa+ capabilities are seamlessly integrated into the vehicle software, engineered to deliver fast, accurate and context-aware responses whenever needed. In the first series model of the Neue Klasse – the BMW iX3 – the extended BMW Intelligent Personal Assistant is an integral part of the BMW Panoramic iDrive based on BMW Operating System X.

The BMW Intelligent Personal Assistant featuring Amazon Alexa+ technology made its debut at CES 2026 in Las Vegas. Since the end of May, it has been introduced to existing BMW iX3 vehicles via software updates. In the second half of 2026 it will gradually be rolled out in the same way in further models with BMW Operating System 9 and BMW Operating System X. The first markets to benefit from the feature will be Germany and the US, with other markets to follow.

The BMW Intelligent Personal Assistant has been a key element in the BMW iDrive control concept since 2018. The addition of the Amazon Alexa Custom Assistant in 2022 expanded the range of information provided, enabled faster responses and improved understanding. In 2025, Operating System 9 added new features such as music search, news, sports and general topics.

The integration of Amazon Alexa+ AI technology into the next-generation BMW Intelligent Personal Assistant represents another milestone in the BMW Group’s collaboration with Amazon.