BMW is taking another step towards the future of digital car buying by bringing its vehicle configurator directly into OpenAI’s ChatGPT platform.
The new BMW plug-in allows customers to configure current BMW models through a conversation, rather than navigating traditional online menus and filters. Users can simply describe what they need, from a spacious SUV for family life to an efficient electric model for commuting, and the AI system suggests suitable options.
BMW says the system combines ChatGPT’s conversational abilities with its own product and configuration database, allowing customers to refine their choices, compare specifications and adjust requirements. For example, a user could ask for a BMW with four-wheel drive, low running costs, a premium sound system and enough space for longer trips, and even state their preferred colour option.
The technology reflects changing consumer behaviour, with more people using conversational AI tools to research products rather than relying solely on traditional search engines or websites, without the need to understand complex trim levels, option packs and technical terminology.
BMW is currently the first car manufacturer to offer a dedicated ChatGPT-based vehicle configuration experience, although others are expected to explore similar technology. For drivers, the biggest benefit could be a simpler way to find the right car – without needing to know exactly what they’re looking for before they start.
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