BMW launches a configurator based on ChatGPT
Car configurators have come a long way from simple option lists to interactive tools that show realistic images of the perfect car. With the rapid development of artificial intelligence, it was only a matter of time before automakers started using this technology.
BMW is taking the first steps in this direction by launching a new plugin for ChatGPT. It allows users to “have a natural conversation to configure their dream car.” For example, a buyer can tell the AI: “Configure a red 3-Series with 19-inch wheels.”
The automaker notes that the plugin combines the natural language capabilities of generative AI with their “knowledge base of products and configurations.” This means ChatGPT can configure the perfect car and ensure it is a “real” product.
How does it work?
Users do not necessarily need to be well-versed in BMW models. They can simply describe their preferences, using characteristics such as size, ground clearance, or engine type, and receive useful configuration suggestions. Additionally, BMW reports that it is possible to compare operating costs, consider driving dynamics, or the availability of all-wheel drive.
Access issues
Unfortunately, getting to the configurator is not that simple. The process requires several steps: you need to go to ChatGPT.com, open the plugin menu, and find BMW.
When trying to use the service on a mobile device and a computer, ChatGPT reported: “No plugin found for this request at the moment.” This is not a very successful start, as the automaker stated that the service is “available on both mobile devices and desktop computers.” However, it remains unclear whether the plugin is available worldwide or only in certain countries, such as Germany.
Competitors and other plugins
BMW is not the first automaker to offer plugins for ChatGPT. Similar solutions have previously appeared for Autotrader, Cars, CarMax, Carfax, and Edmunds.
This move by BMW demonstrates how artificial intelligence is gradually integrating into the automotive industry, although the technology is not yet flawless. The absence of the plugin in the search may indicate a limited geographic rollout or technical difficulties at the launch stage. At the same time, the very idea of using natural language to configure a car could significantly simplify the selection process for ordinary buyers who are not experts in the model lineup. It also underscores the general trend towards personalization and automation in automotive sales, where AI is becoming not just an assistant, but a key tool for customer interaction.