BMW Launches Dialogue-Based Vehicle Configurator Plugin for ChatGPT
BMW has launched a plugin for OpenAI's ChatGPT that lets users configure a BMW model through natural conversation via text or voice.
- 2026
What Happened
BMW is expanding its digital customer communications by making its vehicle configurator available via OpenAI's ChatGPT. The plugin combines the dialogue capabilities of generative AI with BMW's product and configuration knowledge base, and is available on both mobile devices and desktop computers.
Instead of navigating menus, users describe their requirements in natural language—such as spaciousness, ground clearance, powertrain, or intended use. The system then suggests suitable models and configurations, which can be refined through dialogue. Factors like running costs, driving dynamics, colour, model, and all-wheel drive can be taken into account during the consultation.
- Running costs
- Driving dynamics
- Colour
- Model
- All-wheel drive
The BMW plugin can be accessed via the Plugins menu in ChatGPT on chatgpt.com or on mobile devices. Users simply search for "BMW" to enable it. Once activated, they can start a dialogue-based configuration session and view stock vehicles with similar specifications.
Why this matters
This plugin makes it easier for customers to design their ideal car by describing it in plain language, eliminating complex menu navigation. BMW is the first automaker to offer such a ChatGPT integration, setting a new standard for digital vehicle consultation. Users can compare configurations and receive personalized recommendations based on up-to-date product data.
Terms in This Story
- Generative AI
- Artificial intelligence that can create new content, such as text or images, based on patterns learned from existing data.
- Plugin
- A software add-on that extends the functionality of an existing application.
Summarised from the linked release; details can be imperfect — always verify against the original source.