Citroen announced that it will launching ChatGPT Navigation Assistance, using SoundHound’s voice and audio recognition system that integrates OpenAI’s ChatGPT. It is making the feature available on the upgradable Connect PLUS Pack on “the C4, C4 X, C5 X, Berlingo and SpaceTourer for passenger cars, and Berlingo Van and Jumpy for commercial vehicles” in several European countries. Citreon already introduced this in its DS Automobiles brand in 2023.
This is one of many brands looking to improve their automotive voice interface platform by adding conversational AI. Others include Volkswagen, which worked with Cerence to introduce ChatGPT it is Cerence Chat Pro platform, branded as IDA Voice Assistant by VW. Mercedes Benz announced its Hey Mercedes assistant platform, integrating ChatGPT through Microsoft’s Azure OpenAI Service, using an optional OTA update that could go upgrade “over 900,000 vehicles equipped with the MBUX infotainment system” in the USA.
It’s worth noting that Microsoft has worked with Cerence “to integrate OpenAI’s ChatGPT technology through Microsoft Azure OpenAI Service” and also that Cerence used to be part of one of the pioneers of voice recognition systems, Nuance, which was purchased by Microsoft in 2022.
Voice has been available in vehicles for many years but has struggled to deliver the experience that drivers want, often being very frustrating to drivers, leading them to abandon voice in favour of physical interaction with the vehicle. The recent introduction of conversational AI will hopefully be the turning point for voice in the vehicle, used as part of a multimodal approach to help drivers keep their eyes on the road and improve safety.
SAR Insight has been covering the voice software and platform market for almost 10 years and published it’s first study on the Automotive Voice User Interface back in 2018. We are currently updating this research and will publish a new report in the coming months. Please get in touch if you are interested in participating in the research and we’ll be very happy to talk with you.
