On the Dash:
- GM’s upcoming AI assistant will move beyond basic voice commands by using vehicle-specific data and telematics.
- AI features will become a larger part of the customer ownership experience, giving dealers another technology selling point.
- Predictive maintenance and personalized settings could create new opportunities to improve customer engagement and retention.
On July 31, Detroit automaker General Motors said it plans to launch a new vehicle artificial intelligence assistant later this year that will better understand customers, vehicles and driving habits.
According to the automaker, the technology will provide a deeper level of integration than general-purpose AI assistants by combining conversational AI with GM vehicle knowledge and OnStar intelligence.
GM Director of Product Management for Voice and AI/Machine Learning Anna Santos told CNBC that the new assistant will go beyond traditional AI capabilities by understanding the vehicle, the drive, and customer needs. Although the automaker has not announced the assistant’s official name, it said it will help simplify everyday vehicle ownership. Notably, GM is positioning the technology as part of a broader AI strategy that focuses specifically on automotive applications.
Expanding beyond Google Gemini
GM recently introduced Google’s Gemini AI assistant in millions of vehicles from the 2022 model year and newer. Gemini enables drivers to interact naturally, eliminating the need to memorize commands, and can perform various tasks such as adjusting climate settings and controlling radio functions. The system also offers conversational features, including live sessions, trivia, and games. However, the automaker acknowledges that general-purpose AI assistants have limitations due to their lack of in-depth vehicle knowledge.
GM says the technology has the potential to support predictive maintenance and enhance personalization. The Detroit automaker is collaborating with a large language model provider to develop AI capabilities specifically for the auto industry, utilizing vehicle telemetry and proprietary data to facilitate predictive maintenance and improve customer interactions.
Potential features may include personalized “kids settings” that adjust music, seating, climate controls, and door locks for children riding in the vehicle. GM emphasizes that its proprietary vehicle data will help create a more personalized ownership experience.
