CES Las Vegas 2024: Volkswagen puts generative AI behind the wheel

This is no joke: a Scottish actor gets into a German car and asks a chatbot for help. But this Ewan McGregor promo for VW – unveiled in the US – represents the future of driving.

Actor Ewan McGregor using ChatGPT in a Volkswagen car.

Generative AI is landing behind steering wheels as Volkswagen – the world’s biggest carmaker – integrates ChatGPT into its vehicles.

The German marque is incorporating the popular AI platform into its IDA voice assistant and has recruited Scottish actor Ewan McGregor to launch the technology at the CES trade show in Las Vegas on Tuesday (Australian time).

In a short film that Volkswagen produced, McGregor gets into his car and asks IDA if a kilt is formal for a red carpet event. “According to ChatGPT, people regard kilts as elevated dress suitable for formal affairs,” IDA replies. McGregor then asks to display the nearest kilt shops and starts a Scottish playlist before zooming off.

It comes as The New York Times is suing ChatGPT’s owner OpenAI and Microsoft, alleging the companies’ powerful AI models used millions of articles for training without permission.

Volkswagen’s Kai Grunitz, who sits on the carmaker’s management board for technical development, said the deployment of ChatGPT into its vehicles was about offering its customers “innovative digital solutions”.

Volkswagen's Kai Grunitz launches ChatGPT across selected vehicles at CES in Las Vegas.

“Some of you may ask why we are integrating artificial intelligence into our vehicles,” Mr Grunitz said.

“We are doing this for two good reasons. First, Volkswagen has always democratised technology and made it accessible to everyone. This is simply part of our DNA and we are the first volume manufacturer to bring this innovative technology to vehicles, starting from the compact segment upwards.

“The second good reason why we are integrating artificial intelligence into our vehicles is that it’s relevant to our customers.

“Their needs have changed fundamentally in recent years. Intuitive voice control of vehicles like we’re used to in our homes and with our smartphones, is key for our customers to be able to operate their cars intuitively in the digital age.”

Cars are rapidly changing from being a mode of transport to another entertainment area, akin to a living room, with Korean electronics giant LG also unveiling AI across its mobility division which services carmakers.

Among LG’s AI features are video screens for rear seat passengers which can turn themselves off if they detect one is sleeping.

But Volkswagen is the first automaker to incorporate generative AI – the ability to request information and perform tasks via simple verbal prompts – into its cars.

“In the future, AI will provide additional information in response to questions that go beyond this as part of its continuously expanding capabilities,” Volkswagen said.

“This can be helpful on many levels during a car journey: Enriching conversations, clearing up questions, interacting in intuitive language, receiving vehicle-specific information, and much more – purely hands free.”

Volkswagen said that ChatGPT does not gain access to any vehicle data.

“Questions and answers are deleted immediately to ensure the highest possible level of data protection. This is facilitated by Cerence Chat Pro, which leverages a multitude of sources, including ChatGPT, to enable IDA to provide accurate and relevant responses to nearly every query imaginable.

“The feature also prioritises security and seamless integration with IDA’s myriad capabilities, delivering ease of use for drivers.”

The new chatbot is offered in conjunction with the latest generation of infotainment in the following models: ID. 7, ID. 4, ID. 5, ID. 3, Tiguan, Passat and Golf.

“Nothing changes for the person behind the wheel. There is no need to create a new account, install a new app or activate ChatGPT: The voice assistant is activated by saying ‘Hello IDA’ or pressing the button on the steering wheel. IDA automatically prioritises whether a vehicle function should be executed, a destination searched or the temperature adjusted,” the company said.

“If the request cannot be answered by the Volkswagen system, it is forwarded anonymously to AI and the familiar Volkswagen voice responds.

“In future, customers will have seamless access to the constantly growing artificial intelligence database in all Volkswagen models equipped with the IDA voice assistant and have researched content read out to them while driving.”

The author travelled to Las Vegas as a guest of Hisense.