BMW has showcased its AI-powered Intelligent Personal Assistant with Alexa+ technology at CES 2026 as part of the BMW iX3 launch. The debut model for the Neue Klasse highlights innovations set to shape BMW’s future line-up, with these technologies set to be incorporated into 40 new models and updates across the brand by 2027.
The BMW iX3 prioritizes a balance between digital functions and physical elements and will introduce the next-generation AI-powered BMW Intelligent Personal Assistant, with the OEM becoming the first manufacturer to expand its voice assistant with the Amazon Alexa+ AI assistant. This will enable intuitive and intelligent interaction between passengers and the vehicle in a natural dialog, including the operation of vehicle functions as well as access to information and knowledge beyond the vehicle. For the first time, passengers will be able to ask multiple questions in a single sentence.
“Our partnership with Amazon is based on a shared vision of technological excellence,” commented Stephan Durach, senior vice president – connected company development at BMW Group. “This has resulted in a product that sets new standards in the naturalness of human-vehicle interaction through the use of artificial intelligence. With the addition of Amazon’s Alexa+ technology to the BMW Intelligent Personal Assistant, the vehicle becomes an intelligent companion for its users.”
“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,” added Daniel Rausch, vice president of Alexa and Echo.
The intelligent personal assistant uses AI based on a large language model (LLM). From the second half of 2026, it will gradually be available in Germany and the USA on all BMW models with BMW Operating System 9 and X.
The iX3 also features a high-performance computer that unifies all automated driving and parking functions. With 20 times the processing power of the previous generation, the water-cooled ‘superbrain’ marks a major technological advance for the Neue Klasse.
Symbiotic drive for support
The BMW iX3 combines its Symbiotic Drive with driver assistance to offer a seamless driving experienc, with driver inputs for acceleration, braking and steering integrating smoothly with AI-enabled systems. For instance, cruise control remains active under light braking, and lane control assistance continues after minor steering inputs.
With the optional BMW Highway/Motorway Assistant, drivers can keep their hands off the wheel at speeds up to 85mph (130km/h) while staying attentive. The system guides the vehicle within lanes, performs automated lane changes with a glance confirmation, and, using BMW Maps route guidance, proactively suggests lane changes at interchanges and exits. It remains active through interchanges and highway exits, providing Level 2 driver assistance in more situations.
The latest highway and city assistant also offers innovative functions for urban environments, such as stopping and automatically restarting at traffic lights. Additional driver assistance features for complex urban driving situations will be rolled out later via over-the-air software updates.
The latest technology will be on display at CES 2026 in Las Vegas, Nevada.
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