BMW Launches ChatGPT-Powered AI Vehicle Configurator

BMW has become the first automotive manufacturer to integrate its vehicle configurator directly into ChatGPT, allowing customers to design and personalise new BMW models through AI-powered conversations.

Announced on July 17, the new BMW plugin enables users to configure vehicles using natural language via text or voice on smartphones and desktop computers, creating a new digital channel for customers to interact with the brand.

Instead of navigating multiple menus and options, customers can simply describe what they are looking for—such as interior space, driving performance, all-wheel drive capability, ground clearance or intended use. The AI then recommends suitable BMW models and configurations based on those preferences.

Users can continue refining their selections during the conversation by adjusting features including driving dynamics, running costs, exterior colour, powertrain and model variants. The AI also makes it easier to compare different configurations before finalising a choice.

Once a preferred configuration is selected, customers can open it directly in the BMW Configurator or browse available stock vehicles with similar specifications.

BMW said all recommendations are based on the latest data from its official configurator, ensuring customers receive up-to-date model information. If users ask questions beyond the configurator's database, ChatGPT can also retrieve current information from the internet where supported and enabled.

The company said the integration reflects the growing shift toward conversational AI, as consumers increasingly prefer dialogue-based digital experiences over traditional website navigation and search tools.