The recently unveiled Kia EV3 — an all-electric compact SUV — demonstrates the increasing integration of generative AI in the automotive industry. Kia announced that the EV3 will feature a new voice assistant powered by ChatGPT, the AI chatbot developed by OpenAI. This assistant is set to debut in Korea in July 2024, with a subsequent European launch in the second half of the year. While a U.S. release is planned, Kia has not specified a date.
This collaboration with OpenAI isn’t a mere adoption; Kia has actively contributed to the development of the voice assistant. Pablo Martinez, Kia’s head of customer experience design, explained that although the large language model (LLM) behind the AI assistant is ChatGPT, it has been “heavily modified” and customized by Kia. These modifications enhance the assistant’s ability to help customers plan trips, control the vehicle, and access entertainment options such as music and games. Martinez shared these details during a media briefing ahead of the EV3’s reveal.
Voice assistants in vehicles are not new, but their effectiveness has often been inconsistent, leading to frustration among users. Automakers like BMW, Kia, Mercedes-Benz, and Volkswagen believe that generative AI can transform these assistants, making them more capable and allowing for natural, conversational interactions with drivers and passengers.
The interest in applying generative AI to vehicles has surged recently, with OpenAI’s advancements capturing widespread attention. In June 2023, Mercedes-Benz integrated a conversational AI bot into its MBUX infotainment system. By January, BMW and Volkswagen were showcasing similar technologies at the CES tech trade show in Las Vegas.
Kia’s AI assistant first appeared in April in the Kia K4, a new gas-powered compact sedan set to launch this summer. The Kia EV3 is the first all-electric vehicle in Kia’s lineup to feature the new AI-based assistant, marking a significant step in the company’s AI integration strategy.
As the automotive industry continues to embrace AI, the Kia EV3’s integration of ChatGPT highlights the potential for more intuitive and interactive driving experiences. This move not only positions Kia as a forward-thinking automaker but also underscores the growing role of generative AI in transforming how we interact with our vehicles.
