BMW Launches ChatGPT-Based AI Car Configurator for New Buyers

While multiple carmakers have shown off AI-powered voice assistants inside their cars, BMW has gone in a different direction. Its new ChatGPT plugin will let anyone configure a new car and learn about its models and buying options on their phone or PC, using natural-language voice interaction or a familiar chat interface. The tool is intended to be a digital channel for new-age fans and potential customers to engage with the brand.

The plugin uses OpenAI’s powerful natural-language interactive capabilities to let users navigate through and BMW’s entire catalogue of models, variants, and options in order to configure the car that works best for them. Users won’t have to be familiar with automotive jargon and conventions, instead using dialogue to arrive at personalised recommendations.

To use the BMW tool, users need to sign in to ChatGPT on either a smartphone or PC, navigate to the Plugins section, and search for BMW. It does not seem to be available in all countries and territories yet, including India.

Rather than having to click through menus or follow step-by-step instructions, the BMW chatbot lets users describe what they want. Users can start with high-level decisions and considerations such as what they need to use a car for, and what type of fuel they would prefer. The tool will come up with recommendations based on users’ answers, and also provide options that can be compared at a glance. It can also augment its answers with additional information from the Internet.

BMW says it is the first carmaker to offer purchase advice and information directly to ChatGPT users. The company is hoping to ride the wave of generative AI apps, as users increasingly turn away from traditional search engines and use tools such as ChatGPT to research purchases and make decisions.

Users can narrow down their options and compare models based on specifications and features, as well as other factors including running costs, ground clearance, driving dynamics, colour, all-wheel drive, and more. Once decided, a customer can then directly visit the online BMW Configurator to move forward with a purchase.