In this interview from CES 2026, Steve Blackwell from AWS joins theCUBE’s Rob Strechay to demonstrate how generative AI is redefining the automotive experience. Blackwell showcases a new integration involving Alexa Plus, Amazon Bedrock AgentCore and Alexa Custom Assistant running on a Panasonic Infotainment System. The discussion highlights the shift from traditional, command-based interactions to a proactive, conversational interface. Blackwell explains how the system can now handle complex, multi-step requests and even initiate service appointments based on real-time vehicle telemetry, such as low tire pressure warnings, seamlessly connecting the driver’s needs with vehicle diagnostics.
The conversation then pivots to the industrial sector, where Blackwell outlines how AWS is enabling "embodied AI" and robotics on the shop floor. He details a five-stack hybrid framework that spans from data collection at the industrial edge to model simulation in the cloud and final deployment back to robotic control systems. Blackwell describes a practical pick-and-pack demonstration utilizing computer vision for quality checks and open-source technology like Strands. This segment emphasizes how AWS is orchestrating complex physical workflows by combining foundational models with edge computing to drive efficiency in manufacturing environments.
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Steve Blackwell, AWS
Join Steve Blackwell of AWS as they discuss the latest advancements in automotive technology at CES 2026. The interview, hosted by Rob Strechay of theCUBE Research, explores the transformative role of technology in the automotive and industrial sectors.
In this insightful discussion, Blackwell introduces AWS's groundbreaking developments, focusing on Alexa Plus and Amazon Bedrock AgentCore. They explain how these technologies are redefining in-vehicle personal assistant systems, transitioning from simple command-based interactions to sophisticated, conversational engagements. The systems seamlessly integrate with vehicle infrastructure, showcasing a future where cars anticipate and respond to drivers' needs.
Key takeaways from this session highlight the integration of AWS technologies into automotive systems, enhancing user experience and offering proactive functionalities according to Blackwell. Additionally, the discussion explores AWS’s impact on industrial automation, where AI and robotics drive new efficiencies. Analysts from theCUBE emphasize the hybrid nature of AWS's solutions, aligning cloud capabilities with edge devices to optimize manufacturing operations.
play_circle_outlineAlexa Plus: Revolutionizing Automotive Interaction with Conversational AI and Real-Time Data Processing for Enhanced User Experience
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play_circle_outlineTransforming Customer Experience in Industrial and Automotive Sectors: Steve’s Vision for AI-Augmented Future Interactions and Enhanced System Integration
In this interview from CES 2026, Steve Blackwell from AWS joins theCUBE’s Rob Strechay to demonstrate how generative AI is redefining the automotive experience. Blackwell showcases a new integration involving Alexa Plus, Amazon Bedrock AgentCore and Alexa Custom Assistant running on a Panasonic Infotainment System. The discussion highlights the shift from traditional, command-based interactions to a proactive, conversational interface. Blackwell explains how the system can now handle complex, multi-step requests and even initiate service appointments based on...Read more
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What technology is being showcased for in-vehicle personal assistants and how does it differ from traditional systems?add
What is the purpose of making an appointment at the dealership for next Tuesday?add
>> Hi, this is Rob Strechay from theCUBE. We're here live at CES 2026.
Steve Blackwell
>> why not?
Rob Strechay
>> Bringing Steve on from AWS. We're talking about everything automotive and industrial today. We're here, you had some announcements about Alexa. Why don't you kind of help us understand what we're looking at behind us here?
Steve Blackwell
>> Yeah. So what we've got behind us is one of our new demos where we're actually showcasing how Alexa Plus, AWS with Amazon Bedrock AgentCore and Alexa custom assistant can all come together to actually deliver the next generation of in vehicle personal assistant. Traditionally, when you've actually interacted with a personal assistant in your vehicle, you've had to press a button or a wake word and it's been very much command based. With a combination of Alexa Plus, it's now conversational.
Rob Strechay
>> So it reaches out to you?
Steve Blackwell
>> Yes.
Rob Strechay
>> It basically comes to you and says, "Hey, I see you're going down this route or I see a function on the engine that needs attention." Or something to that about?
Steve Blackwell
>> Yeah, exactly. So I mean, there's two key use cases here. Traditionally, you may have like, "Navigate me to the supermarket." That's like a one operation. Now you can go, "Navigate me to the supermarket, but take me via the nearest gas station." As an example. And that's the interaction of Alexa Plus and obviously Alexa customer assistance on the vehicle, it's actual self. Another example is you may have a low tire pressure, a warning going off. Traditionally, that's just been an alert on a dashboard. And now the system can actually, Alexa can reach out to the driver and say, "Hey, we noticed you've got low tire pressure. Would you like me to navigate you to the nearest gas station so you can refill it?" Or maybe even more, it could be a service event, for example, and go, "Would you like me to make an appointment at the dealership for next Tuesday because I see your calendar has a free spot?"
Rob Strechay
>> So that is more than just chat-
Steve Blackwell
>> Correct....
Rob Strechay
>> with the car. And it's also bringing the CX to the customer so they don't have to really think about that stuff. So it's simplifying a lot of what they're doing as well.
Steve Blackwell
>> Correct, yes. Yeah. Obviously Alexa Plus is providing kind of the conversational engine. Alexa customer assistance on the vehicle is obviously interactive with the different systems. And obviously Amazon Bedrock AgentCore is really providing the agent's capability to kind of orchestrate between all the different systems, divide that kind of vehicle experience.
Rob Strechay
>> And this is also integrating with other systems that the car has as well.
Steve Blackwell
>> Correct, yeah.
Rob Strechay
>> So you're not just saying everything is done by Amazon, it's interacting with what the car systems have. I have all these sensors and they have their in car models as well.
Steve Blackwell
>> Yeah. Yeah. So this is running on Panasonic Infotainment System on the actual vehicle itself with an Android OS. So yes.
Rob Strechay
>> Exactly, that. Awesome. Well, let's take a look and take a moment and we'll move on over and look at some more stuff.
Steve Blackwell
>> Yeah, sure.
Rob Strechay
>> Okay. Welcome back, Steve. We've now moved over and we're looking at another way that you're bringing more AI to interact inside. And this time it's more pick and pack and more oriented towards industrial as well.
Steve Blackwell
>> Yeah.
Rob Strechay
>> Help me understand what we're looking at here.
Steve Blackwell
>> Yeah. So we have a lot of customers that come into our Amazon fulfillment centers and they see the level of automation and robotics we're actually using. Unfortunately, we don't sell that externally. So what we really want to showcase here is how AWS could actually enable kind of physical AI and more specific embodied AI and robotics to do those kind of standard, repeatable operations on the shop floor. And how robotics could actually help drive that next level efficiency.
Rob Strechay
>> Yeah. And I think what's interesting is it's more a hybrid solution as well. So kind of talk to that a little bit because everybody thinks AWS and cloud, but this is truly where AW gets very hybrid.
Steve Blackwell
>> Yeah, correct. So we've developed a five stack kind of framework to actually deploy this. And it starts at the first level of collecting data. And that's really at the shop floor level, what we call the industrial edge. So it's bringing real time data, sensor data up into the cloud so that we can actually build the models. From there, obviously once we build the models, we actually need to simulate those models to make sure they actually work in the real world environment. It could be a robotic arm like this. It could be an AMR driving around a warehouse. Then from there, once that model's been trained and validated, we want to be able to deploy that. In most cases in manufacturing and industrial use cases, that model is going to be deployed down into the edge, the robotic control system or onto an AMR.
And then finally, it's where agents come in again. Because as you mentioned, there's probably multiple models that are going to be here or multiple systems that need to be interacted with to actually perform the operation. So for example here, we're showing a pick and place. There's also a quality check. So the robot arm is picking up the metal materials, it's moving over to quality station, okay? Obviously foundational models are there to do the robot, but that quality check is a standard computer vision model that's checking for anomalies and defects.
Rob Strechay
>> So it's multimodal in that effect and it's also using things like strands and other open source technology that you guys are contributing back to, to really help bring this edged cloud together.
Steve Blackwell
>> Correct, yes. At Reinvent last year, we actually announced that you can actually now run strands at the edge. So an example here, strands could be used on the edge device to work between the robots and the computer vision system that's actually going to be taking the images and detective is anomaly and defect and then passing it on to the MES system where you're actually going to probably raise a non-conformance to actually an operation to be taken effect.
Rob Strechay
>> Well, I really appreciate you coming on today. I think this has been very interesting. I think it's, again, we're looking at where AI is really starting to interact and become the CX for organizations as they work with machines as part of that. So thanks for coming on board again, Steve.
Steve Blackwell
>> No problem. Thank you.
Rob Strechay
>> And thank you for joining us with this episode of theCUBE live from CES 2026. We'll be back.
