ChatGPT is a generative pre-trained algorithm model and AI chatbot developed and launched by OpenAI late last year. This model is based on natural language processing (NLP) that uses text as its basic form of communication and is currently generating articles, fictional stories, poems, and even computer codes.

ChatGPT has already impacted many industries, including the automobile sector, which is one of the most dynamic sectors already undergoing a major transformation. Potential ChatGPT applications could be extensive and deep.

Background: ChatGPT in the Auto Industry

The automotive industry is undergoing a massive transformation with its shift from fossil fuel-based cars to electric vehicles (EVs). This advancement is leading to many changes in the life cycle of the industry across production, manufacturing, powering, sales, and servicing.

The industry is also expanding into connected and autonomous vehicles, changing the way people interact with their cars. Many automotive manufacturers are exploring the use of ChatGPT to enhance features that are normally found in an owner’s manual, program functions such as a garage door code, or integrate schedules from a calendar.

Opportunities for ChatGPT

Driver Vehicle Interaction:

Voice interaction is based on three major factors – recognition, understanding, and execution. However, as most in-vehicle voice interaction systems are not adept at comprehension, this becomes a major pain point for voice-activated commands.

ChatGPT will enable vehicles to interact with the drivers via voice and text seamlessly as it improves intelligent human-computer interactions. Due to its advanced conversational capabilities, it could provide feedback about the vehicle status and driving information to the driver in real-time. It can also help drivers understand their driving behavior and offer targeted driving advice by analyzing driving behavior data.

Some original equipment manufacturers (OEMs) are planning to have their version of ChatGPT, where the voice-activated chatbot will be using cloud services to provide things beyond simple voice commands. For example, if a driver got a flat tire, they could ask the car to explain the process of changing the tire and it would play an instructional video on a display inside the vehicle. Another example is if a diagnostic light pops up on the dashboard, the driver can ask if it is critical or if they can drive home and deal with it later.

Additionally, ChatGPT can be used to provide information to the driver with real-time alerts in emergency situations. If the car detects any obstacle in the route, ChatGPT can provide an alert (audio or video) warning them of the potential threat or even take control of the car and apply brakes or steer the car to avoid an accident.

Autonomous Driving:

ChatGPT is helping autonomous vehicles learn to recognize the environment and understand spoken commands such as “Stop at the red light,” “Start at the green light,” “Avoid driving above the speed limit,” etc. Additionally, it can even help autonomous vehicles understand complex routes and how to navigate roads and intersections safely and efficiently.

Customer Service or Customer Experience:

ChatGPT has advanced conversational capabilities that help streamline customer conversations and automate responses. It can deliver quick and efficient customer assistance while maintaining quality.

ChatGPT can be used for 24-7 support to respond to frequently asked customer questions about cost, product availability, details, etc. It can also speed up the process as it can respond to multiple customers at the same time.

Earlier this year, Mercedes announced its plan to experiment with ChatGPT to enhance the customer experience by leveraging the technology to engage with clients in a more personalized and efficient manner. ChatGPT will answer customer queries about product specifications, features, pricing, etc. It also aims to deliver information on services such as maintenance and repair with personalized recommendations according to driving habits. It is set as a strategic move by the company to differentiate itself from its competitors as well as stay ahead of the curve.

Marketing and Sales:

The technology can support various functions from customer support to creating product descriptions for the website. For example, a new video describing BMW’s features was launched on YouTube which had lyrics written by ChatGPT.

Automakers are also looking for ways to sell their cars on the metaverse. Car companies such as Fiat and Kia Germany have staked their claims in the metaverse with immersive, interactive digital showrooms where ChatGPT answers basic questions and directs complex questions to a human with experience.

Development of Other Intelligent Features:

Drawing inspiration from ChatGPT, many OEMs and leaders are developing their version of ChatGPT to better the efficiency of their vehicles.

For instance:


ChatGPT is helpful not only to reduce costs, but also to enhance efficiency and improve customer experiences in the auto industry. To accomplish this, it must work on its strengths and leverage its current starting position. As the technology improves and potential problems are mitigated, ChatGPT could prove to be an incredible tool to augment customer service and product development. As with any new technology, the industry must also brace for any regulatory changes.