Amazon is opening up its AI tech to automakers and other third-companies with a new product called Alexa Custom Assistant. It will allow brands to build their own custom intelligent assistants that "co-exist" with Alexa, according to Amazon. That will allow them to create unique wake words, voices and capabilities "to each company's unique personality and customer needs," the company wrote in a press release. Alexa Custom Assistant will let customers use both Alexa and their own branded assistant to do something called "simultaneous multi-assistant cooperation. "This allows the brand's assistant to act as the product specialist, while Alexa is still available to help with everyday needs," Amazon wrote.