Automakers constantly seek new ways to deliver a connected, personalized, seamless driving experience. One way to do that is to embed communications and entertainment features directly into a vehicle, allowing the infotainment system to offer a fully integrated array of functionalities and applications. Two such digital assistants that started in homes and offices but have now migrated to vehicles are Google Built-in and Amazon Alexa Built-in. Both setups turn the car into a voice-controlled technology hub without having to connect to a mobile phone directly. This article explains how each one works and highlights the differences.
Photo: Christian Wardlaw
Google Built-in is, as the name suggests, powered by Google. It fully integrates Google apps and services such as Google Assistant, Google Maps, and Google Play, all of which will appear on the vehicle's infotainment screen, including downloadable apps, real-time data, and regular updates.
When setting up the vehicle's infotainment system, the owner will select Google as their default operating system, which enables access to Google Assistant, Google Maps, Google Play, and other applications under the Google umbrella. Google's Built-in capabilities require a connected services plan specific to the automaker. New-vehicle buyers must purchase this plan before setting up the Google Built-in system. Alternatively, if available, Google Built-in can connect through a built-in Wi-Fi hotspot.
Once the owner activates the vehicle's connectivity plan, the system will prompt them to sign in to Google in the setup wizard. Although you don't have to sign into Google, doing so will result in a more personalized experience. If the owner doesn't have a Google account, they can create one on the infotainment screen. Once signed in, Google Built-in is ready to go.
With Google Assistant, the driver will benefit from hands-free operation by either saying "Hey, Google" or pressing the push-to-talk button on the steering wheel. With this functionality, the driver can give navigation instructions, add items to their shopping list or Google calendar, place a call, read a text, play music from their playlist, or change vehicle settings such as adjusting climate controls or seat heat, as well as many other commands. Google Built-in will also integrate with any Google smart home features, remotely enabling control over a connected home's climate system and lighting.
With Google Maps, getting directions to your usual destinations, such as home, work, or recent places you've visited, is easy. Aside from searching out different destinations, Google Maps will navigate with real-time traffic information, identify points of interest in the area, and find autonomous-compatible roads, if the vehicle is equipped with the appropriate Level 2+ driver-assistance technology (i.e., GM SuperCruise, Volvo Pilot Assist).
The third cornerstone of Google Built-in is Google Play, a virtual store allowing access to various available apps. For instance, if the user wants to have YouTube Music as part of their built-in connectivity system, they would select the app, review the details, and then tap the install button. Once installed, the YouTube app will appear on the infotainment screen.
In many ways, the Google Built-in system functions similarly to Android Auto. The main difference is that Android Auto relies on an Android phone while Google Built-in allows access to Google apps and services without a Bluetooth-connected phone.
Currently, you can find Google integration on vehicles from these brands: Buick, Cadillac, Chevrolet, Ford, GMC, Honda, Lincoln, Nissan, Polestar, and Volvo.
Like Google Built-in, Amazon Alexa Built-in (a.k.a. Alexa Built-in or Alexa Auto) is a multi-function communications and entertainment platform that lives within the vehicle's infotainment system and gives control over apps, music, vehicle settings, and smart home devices. It is a speaker-based setup that initially gained popularity for in-home and in-office use. Alexa is an all-access connectivity interface that operates by way of voice commands. Like Google, its goal is to provide information and content via real-time requests from the vehicle's occupants.
The setup process for the Alexa Built-in system is as straightforward as that of the Google Built-in system. First, select the Alexa icon in the infotainment screen menu. Since Alexa Built-in requires an internet connection, the user may either sign up for the automaker's connected services plan, tether the vehicle to their smartphone and use their existing data plan, or connect through a built-in 4G LTE Wi-Fi hotspot, if available.
Once connected, sign in to an existing Amazon account or create a new one. The vehicle will automatically register the account once logged in. At this point, the system will prompt the user to upload their phone contacts to the Amazon cloud to make calls using Alexa.
To interact with the system, say, "Alexa," followed by a command or question. Another way to engage the system is by pressing the steering wheel talk button. Alexa Built-in features a wide range of capabilities, including streaming music and audiobooks, checking the weather forecast, asking general questions ("Alexa, how fast can a cheetah run?"), adjusting cabin temperature, remotely controlling home temperature and lighting, adding items to an Amazon shopping cart, and navigating a route to a specific destination by seamlessly integrating with a compatible embedded navigation system already built into the vehicle's infotainment system.
Ultimately, the Amazon Alexa Built-in system brings the Alexa experience into the car. It is as intuitive as the home- and office-based speaker technology with which it shares its name.
Currently, you can find Alexa integration on vehicles from these brands: Acura, Alfa Romeo, Audi, BMW, Buick, Cadillac, Chevrolet, Chrysler, Dodge, Ford, GMC, Honda, Infiniti, Jaguar, Jeep, Lamborghini, Land Rover, Lexus, Lincoln, Lucid, Maserati, Mini, Nissan, Ram, Rivian, Toyota, and VinFast.
Google Built-in and Alexa Built-in are both highly capable and intuitive voice-command digital assistants that make riding in a car more convenient and enjoyable. Each has its own general look and feel, but both ultimately deliver many of the same features and functionalities.
The Google system has a more robust offering of apps through its Google Play store platform. At the same time, the Alexa system allows shopping through Amazon, which Google Built-in cannot do. But when you boil it down, both systems are ultimately automotive versions of smart home speakers that serve as digital voice assistants. And since many vehicles offer both systems, owners can choose the best one for them.
Jessica Shea Choksey is an experienced writer in the automotive field. In addition to JDPower.com, she was a correspondent for PBS's MotorWeek. Her work has also appeared in AutoTrader.
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