Mercedes-Benz's integration of ChatGPT: Revolutionizing in-car experience and exploring new avenues
Magnus Östberg, Chief Software Officer at Mercedes-Benz AG, delves into the role of ChatGPT and the exciting possibilities it brings to Mercedes-Benz cars. Additionally, he explores the potential for financial management, insurance services, data protection, cybersecurity, and the evolving landscape of autonomous driving over the next decade.
In a groundbreaking move towards redefining the in-car experience, Mercedes-Benz is seamlessly integrating ChatGPT through Microsoft's Azure OpenAI Service. This integration aims to revolutionize the way drivers interact with their vehicles, ensuring safer and more engaging journeys. Magnus Östberg, Chief Software Officer at Mercedes-Benz AG, delves into the role of ChatGPT and the exciting possibilities it brings to Mercedes-Benz cars. Additionally, he explores the potential for financial management, insurance services, data protection, cybersecurity, and the evolving landscape of autonomous driving over the next decade.
Mercedes-Benz is integrating ChatGPT through Microsoft’s Azure OpenAI Service. What will be the role of ChatGPT?
Mercedes-Benz is combining the validated data responses of our MBUX Voice Assistant with the conversational dialogue format of ChatGPT. Users will receive more comprehensive answers to more complex inquiries – while keeping their hands on the wheel and eyes on the road. Additionally, we’ll be improving and expanding the capabilities of the MBUX voice assistant based on the collected data. The result is a safe and natural conversation with the intelligence of one of the most advanced Large Language models via Hey Mercedes.
The idea of a personal assistant makes the car an interesting channel for managing financial activities, for example. Will there be opportunities in this area?
We are developing our MB.OS operating system in conjunction with our proprietary, scalable chip-to-cloud architecture, which is designed for safety and privacy. By controlling the vehicle hardware, software platform and cloud interface, Mercedes-Benz provides a secure ecosystem for curated third-party services, including financial applications. Today, our MBUX Voice Assistant also offers our users the option to ask about stock values, for instance by saying "Hey Mercedes, how's the Deutsche Bank stock doing?”. When it comes to assistant, we believe it is key to make automotive related payment transactions like charging or parking as seamless and safe as possible. Our fingerprint sensors allow the two-factor authentication required in Europe, which opens up new possibilities for payment transaction directly from the car.
There are also interesting opportunities for insurers (real-time information on breakdown services; driving tips to prevent accidents). What insurance services are planned?
Already today, we are providing our customers with innovative insurance solutions based on available in-car data, supporting tailor-made offers with fair and transparent pricing. Looking ahead, we will further enhance the underlying data to promote safer driving and create an outstanding customer experience ranging from getting a quote all the way to accident and claims management.
Who will have access to the data and how will it be used?
Mercedes-Benz customers can rest assured that data protection is our highest priority. The customer’s data is secure. ChatGPT cannot access Mercedes-Benz customer data. We handle data responsibly and act according to three clear principles:
• Transparency: The customer needs to know what data is collected when and for what purpose. We notify the customer extensively of the data processing in the sales materials, the Mercedes me app, the operating instructions and the terms of use. Even directly in vehicle, whenever possible and reasonable.
• Choice: Customers are free to decide which services they want to use as well as what data they would like to share and what data they do not – by consent, by contract or by pressing a button.
• Data security: The high standards our customers have for security similarly apply for the data security of connected vehicles. Mercedes-Benz protects customer data from manipulation and misuse. We continuously enhance data security in light of IT advancement.
As a basic principle, no data is transferred from the vehicle unless a Mercedes me connect contract is activated and the desired services are subsequently enabled in the Mercedes me portal or the Mercedes me App. This applies for all models and model series. Regardless, there are two exceptions under which certain data is selectively transferred: for the Mercedes-Benz emergency call system and info / roadside assistance calls.
If the customer gives consent, we use data to understand how our customers interact with our products. This is the basis to improve the product, monitor quality and offer services which fit to the customer’s needs.
Connecting the car increases cyber risks. How do you protect vehicles from hackers?
Mercedes-Benz is the first vehicle manufacturer to receive Cybersecurity Management System (CSMS) approval from the German Federal Motor Transport Authority (KBA) under the United Nations Economic Commission regulation R155 (UNECE WP.29/ UN R155 Regulation). We also have a global automotive IT security organization with more than 20 years of experience in this space. In addition to applying the latest security solutions in our new vehicle architectures, we also manage the existing fleet of vehicles and we’re prepared to react immediately to potential threats. External security researchers and white-hat hackers are also engaged to help us ensure security for our products.
Is this technological innovation the last step before the autonomous car? How do you see cars evolving over the next 10 years?
It will be some time before autonomous cars are commonplace. We are already paving the way toward automated driving. For instance, our DRIVE PILOT is a Level 3 automated driving system where the car can actually perform all driving tasks under specific conditions – such as on a congested freeway. However, the driver must always be ready to take control when prompted by the system. The system has been on the market in Germany for almost a year and is now also allowed in Nevada and California, making Mercedes-Benz the first automaker to offer this advanced level of automated driving in the U.S. (see Nevada Chapter 482A for Autonomous Vehicles). Mercedes-Benz also has a driverless Level 4 parking system in place in Stuttgart, Germany. We are definitely headed in the right direction.
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