BMW Group is strengthening its AI strategy in China, following a strategic partnership with Alibaba on AI language models. The company announced its integration of DeepSeek, a cutting-edge AI feature, into its operations in China, which will enhance the human-computer interaction experience in future BMW models. Beginning in the third quarter of this year, DeepSeek will be available in several new vehicles equipped with BMW’s 9th-generation operating system, further elevating the capabilities of the BMW Intelligent Personal Assistant.
BMW’s Chairman, Zipse, emphasized the company’s commitment to its localized strategy, stating, “Artificial intelligence is a key area of future cooperation, and we are deepening our ties with leading Chinese tech companies to empower AI models in China.” He added, “Innovation in China, for China, at the speed of China” has been BMW’s guiding principle, collaborating with local pioneers to implement breakthrough technologies.
The AI-powered smart cockpit, BMW believes, moves beyond mere technological features to create an emotionally connected space for users. The integration of DeepSeek into BMW’s intelligent systems greatly enhances the BMW Intelligent Personal Assistant’s ability to understand and empathize with users. It allows the vehicle to comprehend colloquial language, respond to complex contexts, and offer personalized suggestions. For example, if a user requests directions to a shopping district, the car can recommend nearby shopping malls. Similarly, the system can provide quick, informative responses to questions on various topics, from the latest advancements in artificial intelligence to generating creative stories for children about complex topics like black holes.
DeepSeek’s capabilities will first be rolled out in the BMW 5 Series Long Wheelbase Edition, the BMW i5, and the new BMW X3 Long Wheelbase Edition in China. The feature will also be available to existing owners of these models, providing them with an enhanced, emotionally intelligent in-vehicle AI experience.
As the automotive industry undergoes a digital transformation, BMW has positioned itself as a leader in AI applications, with over 600 AI solutions implemented globally across R&D, production, and sales. In China, the company launched a 360-degree full-chain AI strategy earlier this year, aimed at improving digital production operations and enhancing user experiences. At the Shanghai Auto Show, BMW unveiled the “Car Expert” and “Travel Companion” intelligent systems, co-developed with Alibaba, highlighting the company’s commitment to providing intelligent, context-aware interactions tailored to Chinese users.
BMW’s investment in AI is an integral part of its long-term strategy to maintain a competitive edge in the era of artificial intelligence, positioning the company as a pioneer in the integration of AI into the automotive industry.
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