BMW today premiered its digital personal assistant for its cars, the aptly named BMW Intelligent Personal Assistant. But you won’t have to say “Hey, BMW Intelligent Personal Assistant” to wake it up. You can give it any name you want.

The announcement comes only a few weeks after BMW also launched its integration with Amazon’s  Alexa, but it’s worth stressing that these are complementary technologies. BMW’s own assistant is all about your car, while its partnerships with Amazon and also Microsoft enables other functions that aren’t directly related to your driving experience.

“BMW’s Personal Assistant gets to know you over time with each of your voice commands and by using your car,” BMW’s senior vice president Digital Products and Services, Dieter May, said. “It gets better and better every single day.”

Sticking with the precedents of Microsoft’s,  Google’s and Amazon’s assistants, the voice of BMW’s assistant is female (though BMW often uses male names and pronouns in its press materials). Over time, it’ll surely get more voices.




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