Santosh Iyer, CEO of Mercedes-Benz India, believes that the firm is becoming more and more like a software company. The German luxury and commercial vehicle manufacturer is now employing generative AI to support complicated voice command functionalities in the US market and is beta testing Chatbot as a voice assistant in its vehicles.
Chatbots integration
“At the present, our Chatbots ChatGPT integration is in beta, and we want to see if connecting an extra AI tool may improve user experience. In a sit-down interview with Moneycontrol, Iyer stated, “We’ll be able to determine if customers are advocating for an extra AI tool within a year.” Automakers seem to be trying to set themselves apart on the new technological front of generative AI.
Although ChatGPT’s possible connection with current operating systems is just a temporary solution, it indicates the future role chatbots and generative AI are predicted to play in the automotive industry.
For Mercedes-Benz, ChatGPT will support the company’s current MBUX voice assistant, “Hello Mercedes.” It can perform more complicated tasks, including bringing up a nearby restaurant’s menu or requesting real-time navigation inputs, and it can recognize speech styles that are more conversational and natural.
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Additionally, according to Eric Boyd, Corporate Vice President of Microsoft’s AI platform, users will be able to ask follow-up questions of the chatbot.
Although their surroundings may allow users to engage more with the car’s operating system, ChatGPT integration is currently optional for the 900,000 Mercedes-Benz owners in the US. However, do Indian customers actually rely on a device that may serve as a distraction?
I personally discovered the contrary to be true. I was doing the DJ thing on a weekend trip with a 4-year-old niece and an 8-year-old nephew crammed into the backseat of a German luxury SUV. The children’s long list of requests for cartoon theme songs were too much for Apple’s Siri, the sole built-in chatbot.
However, pre-adolescent audiophiles’ expectations of chatbots are significantly higher. Any action that needs you to take your hands off the wheel, even for a little period of time, puts your safety at danger when driving in a country like India where awareness of the road is a must. The majority of cars now come standard with voice command systems and steering-mounted controls. However, chatbots and generative AI are anticipated to be far more important for automakers, particularly in terms of safety features.
Chatbots will play big role in the advancement of ADAS features
In essence, ChatGPT and other chatbots can democratize access to ADAS technologies, which are now exclusively available in high-end mass-market vehicles or premium vehicles. Thanks to ChatGPT, functions like adaptive cruise control, lane assistance, active collision prevention, and more can become commonplace.
Driver distraction must be minimized if you desire safety. Using voice instructions to control the interface is also the simplest approach to reduce driver attention. Generative AI chatbots can help with that. According to Saraph, whose work at Tata Technologies is assisting Tata Motors, the car division of the Tata Group, in optimizing its voice command system, “They can have more complex interactions.”
Big tech automotive industry had its own mindset
Big Tech has been holding sway over the global automobile sector for years, and common belief is that Silicon Valley is years ahead of the rest of the world in terms of research and development. The company Tesla, which is seen as a leader in the autonomous driving field, has undoubtedly profited from the notion. Iyer refuted this idea.
“As the only company in the world with Level 3 autonomous driving certification in California, we lead the market. Not even Tesla have that. Although opinions vary for a variety of reasons, Mercedes-Benz is the sole automaker not using Level 3 autonomous vehicle beta versions, he affirms.
The next move for all car manufacturers, though, is to develop their own operating system. One that is not only reliant on Apple and Google but is still able to communicate with them.
In addition to giving Mercedes-Benz customers more discretion over data sharing, this also enables the firm to greatly improve user interface customization.
In order to guarantee that the Google Map in a Mercedes-Benz system would seem significantly different from any other automobile, we have partnered with Google. Iyer confirms that having an operating system specifically designed to meet the demands of Mercedes-Benz customers is the top goal and something that Apple and Google are unable to provide. “Similarly, be it music, be it any other application,” he continues.
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