Do you want to be talking to your car? In the innovative collaboration between Amazon and BMW, Amazon’s Alexa takes the “dashboard seat” in BMW’s vehicles. So instead of reading a thick manual to navigate through your car systems, you could be asking the Alexa-powered chatbot anything about your car and receive accurate real-time information. But as more car manufacturers—Mercedes, Volkswagen, and now BMW—race to incorporate this technology, one question arises: How safe is it to drive with Alexa?

In recent years, voice assistants have moved past smart speakers at homes and into the dashboards of cars. This shift is part of a larger race among automakers to offer the most advanced in-car experiences. Leading car manufacturers are not just focused on delivering superior performance or luxurious interiors; they are now heavily invested in voice technology to enhance the overall driver’s experience.

BMW is spearheading the integration of voice assistants into their vehicles with Amazon’s Alexa. It aims to offer a more intuitive and user-friendly interface than the competition, appealing to the growing demand for connected, hands-free driving. As drivers interact more with technology in every facet of their experience, voice assistants are seen as a logical step forward in the automotive industry.

Before voice-activated systems like Amazon’s Alexa, drivers relied on touchscreen navigation systems, which required them to take their eyes off the road. Interacting with these systems—whether adjusting music, changing temperature, or finding directions—was often distracting. Even steering wheel controls didn’t fully solve the issue, as drivers still had to manage complex tasks manually.

BMW, in collaboration with Amazon, is changing that dynamic. At CES 2024, they announced a significant upgrade, integrating Alexa into BMW’s infotainment system. Unlike older systems, which required manual input, Alexa offers a more natural, conversational experience. Drivers can now ask Alexa questions about the car—like how the parking assist works—or give voice commands to adjust driving modes, all without taking their hands off the wheel.

This collaboration simplifies in-car tasks. For instance, instead of fumbling with buttons to change music or navigate, drivers can ask Alexa to handle it all. This full integration makes the driving experience not just smoother but safer, reducing the need for physical interaction with the dashboard.

While BMW has used Alexa in its vehicles for years, this new collaboration brings a deeper level of functionality, blending artificial intelligence with vehicle operations. With other automakers like Volkswagen and Mercedes following suit, the competition to innovate is heating up, but BMW’s partnership with Amazon is setting the pace for a hands-free, AI-driven future on the road.

When car manufacturers decide to integrate voice assistants like Alexa, they are taking on a serious responsibility. In this case, Alexa doesn’t just play music or deliver weather updates—it helps drivers navigate, make phone calls, and even perform tasks like adjusting climate controls. By assuming some of the duties traditionally handled by the driver, Alexa can inadvertently influence the driver’s behavior behind the wheel.

For example, when a driver asks Alexa to take a particular action—whether it’s adjusting navigation or placing a call—how accurately and quickly does the system respond? The margin for error is small, and if the system fails to understand a command or responds incorrectly, it could lead to confusion, frustration, or even dangerous driving decisions. 

This feature also involves a learning curve for the driver. Adapting and using the system effortlessly will take time. How intuitive would Alexa be for new users, and how quickly would drivers adjust to relying on it for various tasks?

While Alexa is built to minimize distractions, it’s essential that its integration into cars is done with caution. 

The potential for a system malfunction or miscommunication could lead to unsafe situations. As a result, the responsibility falls not only on Amazon but also on car manufacturers to ensure that voice assistants are equipped with robust safety protocols.

Advanced Driver Assistance Systems (ADAS), which include features like lane-keeping assist, adaptive cruise control, and automatic emergency braking, have been designed to enhance safety and reduce the risk of accidents. These systems rely on sensors and cameras to monitor the vehicle’s surroundings, providing real-time feedback and even taking corrective actions when necessary.

So, how does the integration of Alexa impact these systems?

On one hand, Alexa’s voice controls could complement ADAS by giving drivers a hands-free way to adjust settings or get information without fiddling with the dashboard. Imagine asking Alexa to adjust your cruise control or check the car’s maintenance status while driving—it would be far more convenient than scrolling through menus on a touchscreen.

However, there’s a potential downside. While voice assistants are meant to reduce distractions, could they interfere with your interaction with ADAS? For instance if you’re busy giving a voice command or waiting for Alexa’s response. Could this focus cause you to miss important alerts or cues from the ADAS that need your immediate attention? How can we make sure that using voice assistants not only complements but also improves your overall driving experience and your interaction with these critical safety features?

The goal of integrating Alexa into cars is to enhance the overall driving experience without disrupting the balance between control, safety, and convenience.

But what if the introduction of another layer of technology, especially one that requires interaction, creates new challenges for drivers and manufacturers alike?

The integration of Alexa in cars marks a major shift in how we interact with technology while driving. It’s a new era of human-like interaction with machines. While Alexa can enhance convenience and reduce distractions, automakers must balance innovation with safety. As this technology evolves, it’s crucial to ensure that voice assistants improve the driving experience without compromising safety. Alexa is a powerful tool, but it should support—not replace—a driver’s focus and control.