DS First European Automaker to Push AI into Vehicles

DS Automobiles claims European first in bringing Microsoft's ChatGPT into its infotainment suite.

Paul Myles, European Editor

October 20, 2023

1 Min Read
DS Artificial Intelligence
AI claims to open up new horizons for in-car infotainment.

Stellantis premium brand DS Automobiles says it is the first European automaker to include artificial intelligence (AI) driver assist technology into its vehicles.

Now ChatGPT, Microsoft’s generative AI model, will be available on all DS models with the Iris System voice on-board digital assistant from later this year, allowing access to information and the performance of tasks without losing concentration on the road. ChatGPT technology uses language models to understand and generate a natural and fluid interaction.

The integration of this AI technology will be available on DS 3, DS 4, DS 7 and DS 9. Drivers can wake the infotainment Iris System by saying “OK Iris” or by pressing the dedicated button on the steering wheel. Voice interaction with the chatbot then starts, without the need for drivers to take their eyes off the road.

Olivier Francois, CEO of DS Automobiles, says “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.”

About the Author(s)

Paul Myles

European Editor, Informa Group

Paul Myles is an award-winning journalist based in Europe covering all aspects of the automotive industry. He has a wealth of experience in the field working at specialist, national and international levels.

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