Munich. BMW is expanding its digital customer
communications by making its vehicle configurator available directly
via OpenAI’s ChatGPT. Using the BMW plugin in ChatGPT, customers can
now engage in a natural conversation to configure their dream car. The
plugin combines the dialogue capabilities of generative AI with the
BMW product and configuration knowledge base, and is available on both
mobile devices and desktop computers.

Dialogues rather than menu navigation.
Generative artificial intelligence is changing the way people
search for information online and make decisions. Dialogue-based
systems are increasingly replacing traditional navigation via search
engines or websites. Picking up on this trend, BMW is the first car
manufacturer to offer digital vehicle advice directly via ChatGPT.

Generative AI meets BMW knowledge base.
The BMW plugin in ChatGPT is focused on AI dialogues. Instead
of step‑by-step navigation through menus and submenus, users describe
their requirements in natural language – for example, in terms of
spaciousness, ground clearance, powertrain or intended use. They are
then given suggestions of suitable models and configurations based on
this information. This also makes it very easy to compare different configurations.

The recommendations can be adjusted, compared and refined at any time
in the dialogue. Factors like running costs, driving dynamics, colour,
model or all-wheel drive can be specifically taken into account during
the consultation. For complex specification requirements in
particular, dialogue-based interaction opens up new, easy and
intuitive ways to refine individual vehicle configurations. The
desired vehicle specification can then be opened in the BMW
Configurator. Customers can also view stock vehicles that have a
similar spec.

All recommendations are based on the latest BMW Configurator data.
Should any questions arise that go beyond its database, ChatGPT can
also access up-to-date information from the internet, to the extent
the relevant functions are available and enabled.

Easy access via ChatGPT.

The BMW plugin is integrated directly into ChatGPT. On
chatgpt.com, it can be accessed by going to the “Plugins” menu item
and then searching for “BMW”. On mobile devices, access is much the
same when logged in, via the “Plugins” option in the main menu.