TL;DR:
- Mercedes-Benz is beta-testing ChatGPT, a popular chatbot powered by generative AI, as a voice assistant in their cars.
- ChatGPT enhances the capabilities of Mercedes-Benz’s MBUX voice assistant, offering more complex tasks and natural language recognition.
- Generative AI chatbots like ChatGPT have the potential to democratize access to advanced safety features in cars.
- Predictive maintenance enabled by chatbots improves human-vehicle communication and allows for proactive troubleshooting.
- Automotive brands are developing their own operating systems to reduce dependence on big tech companies and prioritize data privacy.
- The integration of generative AI and chatbots signifies a transformative shift in the car consumer experience.
Main AI News:
The automobile industry is undergoing a profound transformation, propelled by advancements in information technology. “We increasingly feel that we are a software company today,” declares Santosh Iyer, CEO of Mercedes-Benz India, emphasizing the impact of generative artificial intelligence (AI) on redefining our perception of cars. With the advent of generative AI, a new era of driving is dawning, promising revolutionary changes to the automotive landscape.
One of the pioneers in this field, Mercedes-Benz, is currently beta-testing the highly popular ChatGPT as a voice assistant in their cars across the United States. Leveraging the power of generative AI, Mercedes-Benz aims to offer complex voice command functionalities through the integration of ChatGPT. As Iyer explains in an interview with Moneycontrol, “ChatGPT integration is in the beta stage at the moment, and we want to gauge how we are able to increase customer experience by linking an additional AI tool.” The coming year will reveal whether customers embrace this additional AI tool, shaping the future of voice interaction in cars.
The integration of generative AI, particularly ChatGPT, is not limited to Mercedes-Benz. Across the automotive industry, manufacturers are recognizing the potential of generative AI as a differentiating factor. In the case of Mercedes-Benz, ChatGPT enhances the capabilities of their MBUX voice assistant, “Hey Mercedes.” ChatGPT facilitates more intricate tasks, such as retrieving menus of nearby restaurants or providing real-time navigation inputs, all while understanding natural and conversational speech formats.
Eric Boyd, the Corporate Vice President of Microsoft’s AI platform, highlights another advantage of ChatGPT—the ability for consumers to ask follow-up questions. Microsoft, having forged a multi-billion dollar partnership with OpenAI, the creator of ChatGPT, envisions a future where chatbots redefine human-machine interaction.
Currently, ChatGPT integration remains optional for the 900,000 Mercedes-Benz customers in the US, despite the conducive environment for more conversational interactions with the car’s operating system. However, the question arises: what about India? Should Indian consumers adopt a tool that might pose distractions in a country with one of the world’s highest road accident rates?
Surprisingly, the answer is quite the opposite. During a weekend drive with an eight-year-old nephew and a four-year-old niece in the backseat, I had the opportunity to test a German luxury SUV equipped with Apple’s Siri as the onboard chatbot. However, Siri struggled to keep up with the children’s extensive list of cartoon theme song requests. But the demands placed on chatbots extend beyond the preferences of young audiophiles. In a driving environment that demands constant vigilance, any action requiring the driver to take their hands off the wheel poses risks.
To mitigate this, steering-mounted controls have become a standard feature, as have native voice command systems. However, generative AI, especially in the form of chatbots, is anticipated to play a far more significant role, particularly in enhancing safety functions.
Shailesh Saraph, Global Head of ER&D at Tata Technologies, envisions chatbots like ChatGPT democratizing access to Advanced Driver Assistance Systems (ADAS) features. Such features, currently available only in premium cars or top-end variants of mass-market cars, include active collision mitigation, lane assist, and adaptive cruise control. Thanks to ChatGPT, these safety features can be standardized, ensuring broader accessibility. Saraph emphasizes that “generative AI chatbots come in handy when minimizing driver distraction is crucial for safety, and the simplest way to achieve this is through voice commands. They allow for more complex interactions.”
ChatGPT’s ability to enhance human-vehicle communication empowers drivers and car manufacturers to prevent malfunctions. This functionality, known as “predictive maintenance,” as explained by Saraph, enables the car to predict failures and issue advanced alerts to both the customer and the manufacturer. Consequently, the customer can promptly schedule a workshop appointment, and the manufacturer can prepare the necessary parts, ensuring a seamless maintenance experience.
However, amid the advancements facilitated by generative AI and chatbots, concerns regarding privacy loom large. Automotive brands are striving to create their own operating systems, thereby reducing dependence on major tech companies and preserving data privacy. Iyer asserts, “Our strategy is to come up with our own MB OS operating system. We want these features to exist only for those customers who opt for them. Even service reminders, some people find intrusive. So the customer has the right to disable it.”
Furthermore, AI can evaluate driving patterns if opted for. While many drivers may initially hesitate, this approach offers benefits. “Insurance companies can customize the insurance brand for you. They can offer cheaper premium rates if you’re better (read: safer) driver,” states Tapan Barman, co-founder of Mihup, a voice command system integrated into Tata Motors’ user interface. Mihup, a third-party voice command app, supports multiple Indian languages alongside English, making it a valuable tool for users.
The vast amount of data accessible to chatbots is a key consideration. As Shailesh Saraph notes, the real-time data generated by cars, particularly in India, is substantial. With the increasing monetization of data, many car companies are pursuing their own operating systems, leading to the rise of the “software-defined vehicle.”
For years, big tech companies have held the automotive industry under their sway, with Silicon Valley often touted as the forefront of research and development. However, this perception is being challenged by Mercedes-Benz. Iyer asserts, “We are the only brand in the world to be certified Level 3 autonomous driving in the state of California. Even Tesla doesn’t have that. The perception may differ, but the fact remains that Mercedes-Benz is the only automotive brand not running beta versions of Level 3 autonomous cars.”
The next step for all automotive brands is to develop their operating systems capable of interacting with tech giants like Google and Apple while maintaining independence from them. Mercedes-Benz has announced its plans to introduce its operating system alongside many upcoming launches. According to Iyer, this move will allow for highly customized user interfaces, providing an experience beyond what Apple or Google can offer. The strategic partnership with Google ensures that services like Google Maps within Mercedes-Benz’s operating system will be distinctly tailored. The integration of music and other applications will follow suit, establishing MB OS as a key differentiator in enhancing the in-car user experience.
Native operating systems not only enable better integration between mechanical systems and software but also prove vital for third-party services like Mihup. For Mihup, the strategy extends beyond voice commands, encompassing full automation. Barman explains, “To control AC temperature, a third-party, non-native voice assistant cannot suffice. The voice assistant needs to evolve into a multi-voice assistant within the car.” Native OS guarantees privacy and accommodates users’ preferences by seamlessly switching between resident voice engines and services like Google.
To thrive in India’s diverse demographic landscape, local original equipment manufacturers (OEMs) possess a unique opportunity to gain an advantage. By creating multi-linguistic voice command systems and collaborating with companies like Mihup, which have made significant strides in vernacular voice assistants, local OEMs can forge a path to success.
Conclusion:
The integration of generative AI and chatbots into the automotive industry represents a significant revolution in the car consumer experience. By leveraging the power of artificial intelligence, car manufacturers can enhance safety features, improve human-vehicle communication, and provide personalized services. Developing their own operating systems allows for greater control over user interfaces and data privacy, challenging the dominance of big tech companies. As this technology continues to evolve, the market can expect a future where cars are more connected, intelligent, and tailored to individual needs, ushering in a new era of driving.
