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Amazon presents an in-car gadget, the Echo Auto, at an event on September 20, 2018
Todd Haselton | CNBC
Amazon wants to make it easier for automakers to bring voice assistants to their vehicles.
The company on Friday announced a new service – Alexa Custom Assistant – that allows automakers and device makers to develop their own digital assistants, based on Amazon’s Alexa voice technology.
Even though it relies on Amazon technology, automakers can tailor their digital assistant to their liking by setting unique wake-up words, voice, skills, and capabilities, such as search, updates, traffic and navigation.
The cost of developing an intelligent assistant using the service will vary depending on the device or vehicle, customer use cases and language requirements, Amazon said.
Amazon said the solution aims to remove some of the challenges of creating a business of its own digital assistant technology from scratch, which can be expensive and time consuming. Automakers who use the service can also leverage “tens of thousands of Alexa skills and integrations,” such as smart home, entertainment, and shopping.
The offering is the latest example of Amazon’s efforts to extend Alexa’s reach beyond voice-activated smart speakers. The company has integrated the digital assistant with a range of devices around the home, including microwaves, clocks and smart plugs.
In recent years, Amazon has set its sights on partnering with automakers to bring Alexa to the road, either by integrating the digital assistant into vehicles or by enabling more basic features, like allowing owners to lock down. their vehicle doors using voice commands from their home. Last January, Amazon released an edition of its Fire TV streaming service for folder screens.
Amazon faces competition from Silicon Valley companies like Apple and Google who are also looking to persuade automakers to integrate their technologies into in-car infotainment systems. So far, Amazon has formed partnerships with a growing list of automakers, including General Motors, Ford, BMW, Audi, Toyota, Hyundai, and Nissan.
Fiat Chrysler, which previously partnered with Amazon to bring its technology to vehicles, will be the first automaker to develop its own digital assistant through Alexa Custom Assistant, Amazon said. Alexa Custom Assistant will be integrated into select Fiat Chrysler vehicles through its car infotainment system, Uconnect 5.
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