ChatGPT’s integration in the automobile industry is becoming inevitable as the use cases are too many and too compelling, but it is not without its associated risks and limitations.

What is ChatGPT?

ChatGPT is an AI-powered large language model (LLM) built on a sophisticated neural network developed by Microsoft-backed startup OpenAI. GPT stands for Generative Pre-trained Transformer, a family of LLMs trained to create or summarize texts, answer questions, translate languages and even write programming code. The dialog format makes it possible for ChatGPT to reply to follow-up questions, admit its mistakes, challenge incorrect premises and reject inappropriate requests.

How is ChatGPT different from traditional chatbots?

Potential ChatGPT automotive use cases

From an end-user perspective, some of ChatGPT’s in-vehicle use cases include:

What are the limitations of ChatGPT?

What are the potential challenges in using ChatGPT?

Which automotive OEMs are working on ChatGPT?

Mercedes‑Benz: Mercedes‑Benz has a collaboration with Microsoft to enable integration of ChatGPT through the Azure OpenAI Service. The automaker apparently started an optional over-the-air beta program in the US in June for over 900,000 vehicles equipped with the MBUX infotainment system. By adding ChatGPT, the MBUX’s voice-control capabilities will become even more intuitive. Mercedes-Benz plans to use the findings from the beta program to further improve its voice assistant and define the rollout strategy for LLMs in more markets and languages. The automaker stores the collected voice-command data in the Mercedes-Benz Intelligent Cloud, where it is anonymized and analyzed.

BMW: BMW has incorporated ChatGPT into its iDrive system, letting drivers control various functions of their car using natural-language voice commands. This includes features such as adjusting the temperature, changing the radio station, and even opening and closing the sunroof.

Ford: Ford has also implemented ChatGPT in its in-car entertainment and navigation system. It allows drivers to control the system using natural language, and supports real-time traffic updates and personalized recommendations for points of interest.

General Motors (GM): GM is likely exploring uses for ChatGPT as part of its broader collaboration with Microsoft. GM and Microsoft have been working together on driverless vehicle technology since 2021, when Microsoft invested in GM’s autonomous robo-taxi service Cruise. GM Vice President Scott Miller had said earlier in 2023 that GM could possibly use ChatGPT to access material on how-to-use vehicle features normally found in an owner’s manual, program functions such as a garage door code, or including schedules from a calendar.

Toyota: While there is no specific news available regarding Toyota's plans to develop its own AI-powered virtual assistant similar to ChatGPT, the Japanese automaker has been actively exploring the fusion of AI and voice-recognition technologies in its vehicles. Toyota is apparently phasing out support for Amazon’s Alexa in its vehicles as it focuses on improving its in-house voice assistant, likely by assimilating ChatGPT.

Mainland China: As with most new automotive technologies, OEMs in mainland China are already working extensively with LLM-based AI chatbots. The likes of SAIC, Great Wall Motor, Nio, Li Auto, Xpeng, Chery and Geely are working to implement ChatGPT-like capabilities in their new vehicles, to enhance their voice assistants for free chat and storytelling, location-based tourist spot recommendations, AI-based painting, multimodal in-cabin sensing and car manual instructions, among other features.

At the 2023 Shanghai Auto Show, there were a plethora of new AI-based LLM launches, including:

Conclusion

LLMs, like the one powering ChatGPT, have shifted the AI-development paradigm with their ability to understand context and generate nuanced responses. While ChatGPT is a powerful language model that has the potential to greatly improve the driving experience, it is important to be aware of the potential challenges and limitations of using it in an automotive environment. Stakeholders need to carefully consider and implement proper measures to ensure data security and privacy, and address ethical and interpretability concerns.

Despite these risks, the integration of ChatGPT in the automobile industry is becoming inevitable as the use cases are compelling. Given the complexities involved, it will require a significant amount of time to fully leverage the automotive-related benefits of ChatGPT and similar models. Currently, ChatGPT is probably the most popular AI chatbot but researchers are actively testing others, including those targeted specifically for automotive uses cases.

S&P Global Mobility believes that going forward, OEMs will have to work very closely with their chosen AI technology provider to not only upgrade the process of data collection from the vehicle, but also set up advanced LLM trainings to enhance overall AI capability, and provide more comprehensive services and functionalities.

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