BMW has become the first carmaker to launch a ChatGPT-based vehicle configurator, allowing customers to configure a new BMW through a natural conversation instead of navigating traditional online menus.
The new plugin is now available on both desktop and mobile versions of ChatGPT, giving users another way to explore BMW’s latest models.
Configure a BMW through conversation
Instead of clicking through multiple menus, users can simply describe what they’re looking for.
For example, customers can ask for:
- A family SUV with all-wheel drive
- A sporty petrol sedan
- A long-distance EV with low running costs
- A luxury BMW under a specific budget
The AI then suggests suitable BMW models and configurations based on the user’s requirements.
Smarter and more flexible
BMW says users can refine their configuration throughout the conversation by changing factors such as:
- Engine or powertrain
- Exterior colour
- All-wheel drive
- Performance
- Driving dynamics
- Running costs
- Equipment and features
The system can also compare multiple configurations before directing customers to the official BMW Configurator. It can even suggest stock vehicles with a similar specification.
Powered by BMW’s latest data
The plugin uses BMW’s latest configurator database to generate recommendations. If additional information is needed, ChatGPT can also access up-to-date information from the internet, where supported.
The plugin can be accessed directly from the Plugins section within ChatGPT by searching for BMW.
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Final Take
Online car configurators haven’t changed much in years, but BMW’s ChatGPT integration makes the process feel far more natural. Rather than clicking through endless menus, buyers can simply describe the car they want and let AI do the heavy lifting. It’s a small change, but one that could influence how customers shop for cars in the future.
