Automotive technology development no longer relies solely on engine performance or fuel efficiency, but rather on cabin intelligence. The presence of Artificial Intelligence (AI)-based voice assistants is beginning to transform how drivers interact with their vehicles. Where drivers previously had to memorize rigid voice commands, cutting-edge systems like Mercedes-Benz's MBUX can now understand more natural conversational context, facilitating navigation searches and dynamic public facility recommendations along the route.
This digital transformation is prompting global automotive giants to showcase their capabilities. Mercedes-Benz has tested ChatGPT integration in the North American market and partnered with Liquid AI to develop local in-vehicle data processing by 2026 to reduce latency. Meanwhile, BMW is preparing to integrate Amazon Alexa+ into its future platform, the Neue Klasse, to create a synchronized communication ecosystem between smartphones, smart homes, and cars.
In Southeast Asia, Vietnamese electric vehicle manufacturer VinFast has joined the competition by developing a voice assistant named ViVi. This virtual assistant is specially designed to understand local accents and help control vehicle features such as air conditioning and navigation. However, the implementation of this technology still faces major challenges due to infrastructure differences and language understanding limitations in each export destination country.
The presence of these AI features is also changing automotive business models through the Software-Defined Vehicle (SDV) concept. Today's vehicles can continuously update their features wirelessly via over-the-air (OTA) updates. However, this raises new concerns for consumers regarding the security of personal data recorded by the system, as well as the possibility of monthly subscription fees to activate certain premium AI features in the future.
For consumers interested in purchasing smart cars equipped with AI technology, experts advise paying attention to several key aspects before buying. Consumers must ensure the availability of local features that support their native language, understand the manufacturer's personal data protection policies, be aware of feature dependencies on internet connectivity, and anticipate additional cost schemes. Ultimately, AI assistants are designed solely to support driving comfort, not to replace full human control behind the wheel.
