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The new Alexa Custom Assistant product, which was announced Friday, can coexist and cooperate with the Alexa assistant.

For instance, if a driver asks Alexa to roll down a car window, the request will be routed to the brand’s assistant, Amazon explained. If a customer asks the brand’s assistant to play an audiobook, the request will be routed to Alexa.

The e-commerce giant said it can be used to build intelligent assistants into mobile applications, smart properties, video games, and consumer electronics.

Developers also have access to Alexa’s pre-built capabilities such as communications, local search, traffic, and navigation to further accelerate time to market.