Volkswagen to launch ChatGPT-enabled voice assistant

Volkswagen plans to launch ChatGPT-enabled voice assist starting this week in select models, raising some interesting questions about the auto industry’s tech strategy.

Driving the news: Volkswagen’s “Plus Speech” service with AI integration launches September 6, available through a subscription via the company’s Car-Net platform.

• In a statement, the automaker says its system will be able to “answer general knowledge questions and engage in natural, human-like conversations,” in addition to offering hands-free controls.

• The service will eventually be available in all 2025 model-year vehicles but is coming first to 2024 ID.4 SUVs and the 2025 Jetta and Jetta GLI.

Zooming in: Volkswagen vehicles already came equipped with voice assistance, allowing subscribed users to do things like change the temperature without using hand controls. However, the new ChatGPT service allows users “to express themselves more vividly.”

• Originally, drivers would need to use the phrase "Hey, IDA, can you please set the temperature at 70 degrees?"

• Now, drivers can say “Hi IDA, I'm chilly.”

Zooming out: Volkswagen is far from being the only car manufacturer to tap into the AI craze. In fact, a PYMNTS Intelligence survey found that 75% of automakers plan to implement generative AI in the coming months. But how do customers feel about AI or automotive technology in general?

• Users have reacted positively to “smart” features such as smart climate control, according to a study by J.D. Power.

• But in that same study, researchers warned that innovations that make the experience frustrating or offer little functionality are likely to reduce customer satisfaction.

• Volkswagen drivers also seem particularly dissatisfied with their brand’s technology offerings: the brand ranked 23rd on the most recent J.D. Power Tech Experience Index Study, which included 34 automakers led by Tesla, Rivian and Genesis.

Bottom line: It will be interesting to see how Volkswagen customers react to having a new AI assistant. While there may be advantages to integrating ChatGPT, research suggests it won’t be well received if the service fails to noticeably enhance the user experience. At this point, it’s unclear if more “vivid” interactions with technology are what drivers want.

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