BMW launches plugin to configure its cars through ChatGPT

BMW started to allow interested parties to assemble a car from the brand by talking to ChatGPT. The German automaker has launched a plugin for OpenAI’s artificial intelligence assistant that, according to the company, lets the user “hold a natural conversation to configure the dream car”, without having to navigate menus and long lists of options.

In practice, instead of going through the traditional configurator of the website, the buyer describes what he wants in everyday language. A request can be as direct as “configure a red 3 Series with 19-inch wheels”, but it also admits broader criteria, such as the size of the vehicle, the ground clearance or the type of engine. According to BMW, the tool also allows you to compare usage costs and take into account factors such as dynamic behavior and the offer of all-wheel drive.

The differential, says the manufacturer, is in the crossover between the natural language capacity of generative AI and its “knowledge base of products and configurations”. The idea is that ChatGPT only suggests combinations that actually exist, preventing the customer from assembling an impossible model on the screen Thus, those who do not know the brand’s line in depth could arrive at a viable configuration just by describing needs and preferences.

Access, however, is not trivial, and involves several steps: entering the ChatGPT.com website, opening the plugin menu and searching for “BMW”. It was not clear if the distribution is global or if, for now, it is restricted to some markets, such as Germany.

The doubt about the real availability coexists with another caveat: BMW is far from being a pioneer in this type of integration. ChatGPT itself already brings together plugins for services related to the sector, such as Autotrader, Cars, CarMax, Carfax and Edmunds, aimed mainly at searching and comparing vehicles.

Still, the bet reinforces a broader movement in the industry, which has been transferring part of the relationship with the consumer to AI assistants. Digital configurators had already replaced the old lists of items with realistic and interactive images; the next step, now tested by BMW, is to completely replace clicking on menus with a conversation, when it works.