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DS Automobiles pilots ChatGPT in its cars as it looks to provide ‘conversational experience’

  • ChatGPT will provide a ‘conversational experience’ to drivers
  • French brand is currently piloting the system on its models
  • It’s available for free until end of February 2024

Time 9:03 am, October 21, 2023

French premium brand DS Automobiles is piloting the use of ChatGPT in its cars.

The carmaker says the artificial intelligence service will provide a ‘conversational experience’ to drivers.

Available during a pilot phase to 20,000 DS 3, DS 4, DS 7 and DS 9 owners, the feature can be instantly equipped remotely through the DS Services store.


Once in place, the system can be accessed via the car’s infotainment system and gives access to a variety of functions via speech recognition such as ‘inventing a quiz on your favourite subject’ or even ‘create a children’s story’ while on the road, said DS.

Owners can activate the feature for free if they take out a subscription between October 19 and February 29.

Olivier François, head of DS Automobiles, said: ‘Our mission at DS is to provide our customers with a unique onboard experience.


‘As pioneers in the integration of ChatGPT into the automotive world, we are making a generative artificial intelligence that is fluid, intuitive and immersive accessible, transforming every trip into a unique journey.

‘It is a high-tech revolution with unlimited potential that is part of one of the greatest 21st century societal transformations.’

Drivers only need to say ‘OK Iris’ – referring to the car’s DS Iris infotainment – to activate the system, or they can press a button on the steering wheel to do the same.

The voice control system then activates, allowing the person driving to submit a variety of requests without taking their eyes away from the road.

Yves Bonnefont, Stellantis chief software officer, said: ‘Since ChatGPT has been available, we’ve worked to integrate it into our own systems. And we are pleased to be the first to offer this innovation in Europe.

‘This development is part of Stellantis’ strategic focus, within the Dare Forward 2030 strategy.’

James Batchelor's avatar

James – or Batch as he’s known – started at Car Dealer in 2010, first as the work experience boy, eventually becoming editor in 2013. He worked for Auto Express as editor-at-large and was the face of Carbuyer’s YouTube reviews. In 2020, he went freelance and now writes for a number of national titles and contributes regularly to Car Dealer. In October 2021 he became Car Dealer's associate editor.



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