BMW: ChatGPT makes it easier to configure your car

BMW is bringing its car configurator directly into ChatGPT. Through the new dedicated plugin, users can identify the most suitable model and define the car’s key features using natural language, without having to navigate through menus and sub-menus. The system combines the conversational capabilities of generative artificial intelligence with BMW’s database of products and configurations. The service is accessible from both computers and mobile devices and allows users to build their car based on their specified requirements.

The main change concerns the way in which the car is chosen. Users can describe their requirements by specifying, for example, the amount of interior space needed, the ground clearance, their preferred engine type or the intended use of the vehicle. Based on this information, the plugin suggests the models and configurations deemed most suitable.

The process can be modified at any time. During the conversation, it is possible to add new parameters, compare multiple configurations or refine the one already proposed. The system can take into account running costs, driving dynamics, colour, model and the presence of all-wheel drive. The dialogue-based interaction is designed to simplify even the most complex configurations. Instead of selecting the engine, trim level and equipment individually, the customer can describe the desired outcome and gradually adjust the proposal they receive.

The plugin also allows users to compare different configurations within the same conversation. Users can evaluate multiple models, change the engine type or see how the quote changes when different features are selected. Once the configuration has been finalised, the vehicle can be opened in the BMW configurator. Customers can also view vehicles available for immediate delivery with specifications similar to those selected during the conversation. The recommendations are based on the most recent data available in the brand’s configurator. For queries that go beyond the information contained in the database, ChatGPT can also access up-to-date content available online, provided the relevant functions are enabled.

The BMW plugin is integrated directly into ChatGPT. On the chatgpt.com website, you can find it in the section dedicated to plugins by searching for the manufacturer’s name. The procedure is similar on mobile devices, once you have logged in and opened the relevant menu item in the main menu. With this solution, BMW is shifting part of its digital advisory service from the traditional website environment to a conversation-based system. Car configuration no longer starts exclusively from the model catalogue, but from the requirements specified directly by the customer.