Amazon now offers companies the ability to utilize the core technology powering Alexa, enabling them to create their own intelligent assistants featuring distinct voices, capabilities, and activation phrases. Fiat Chrysler Automobiles is among the first to adopt this new service.

The newly launched Alexa Custom Assistant product, revealed on Friday, is designed to function alongside the standard Alexa assistant. This allows a company, such as a car manufacturer, to employ its customized assistant for interactions related to the vehicle and its services, while still leveraging Alexa for other tasks. For example, Amazon clarifies that a request to lower a car window would be directed to the vehicle brand’s assistant, whereas a request to play an audiobook would be handled by Alexa.

This development potentially means future vehicles could incorporate two separate Alexa-based assistants.

Here’s a video demonstrating the functionality.

Fiat Chrysler Automobiles will be the initial customer to implement the Alexa Custom Assistant. Amazon states that an FCA-branded intelligent assistant is currently under development for inclusion in specific vehicle models.

Amazon’s offering extends beyond the automotive industry. The company indicates that this technology can be applied to create intelligent assistants within mobile apps, smart home environments, video games, and various consumer electronics. The Alexa Custom Assistant is built upon the existing Alexa technology infrastructure. Custom activation phrases are developed using the same methods employed for the Alexa wake word. Amazon will provide companies with access to its voice science specialists to assist with the recording process and utilize advanced machine learning techniques to refine the assistant’s voice. Developers will also benefit from access to Alexa’s established features, including communication tools, local search, traffic updates, and navigation, to expedite development.

According to Amazon, the purpose of this new product is to provide businesses with a streamlined and economical method for delivering intelligent assistant technology to their customers. Developing an AI-powered assistant from the ground up is a complicated process, often requiring extensive development time and ongoing maintenance, Amazon contends.

Naturally, this also serves as another avenue for expanding the presence of Alexa across a wider range of devices, even when branded differently.