How BMW Powers its Processes with Artificial Intelligence (2024)

Artificial intelligence is refining BMW as a brand.

In this decade, companies across the globe have embraced the potential of artificial intelligence for digital transformation and enhanced customer experience. One important application of AI is enabling companies to use the pools of data available with them for smart business use.BMW is one of the world’s leading manufacturers of premium automobiles and mobility services. BMW uses artificial intelligence in critical areas like production, research and development, and customer service. BMW also runs a project dedicated to this technology called Project AI, for efficient use of artificial intelligence.“Artificial intelligence is the key technology in the process of digital transformation. But for us, the focus remains on people. AI supports our employees and improves the customer experience”, said Michael Wurtenberger, Head of BMW Group Project AI.

Not excluding the potential of AI-aided technologies, BMW also employees natural language processing to add value for customers, employees, and business functions. For better service, customers can get help from BMW’s Intelligence Personal Assistant in the car. For improved administrative processes, employees take help from translation tools and context-processing assistants.Building fleets of vehicles consume a lot of energy. BMW uses machine learning and data analysis for energy management in vehicles and buildings, and image processing AI to help customers navigate the driver assistance systems and employees for efficient production.

AI Applications by BMW

Research and DevelopmentThe R&D department has built an AI-based system for in-vehicle energy management. Not just to burn fuel, energy is consumed by the car in a lot of ways like seat heating, the entertainment system, air conditioning system, and wipers. The AI system uses behavior and route information and learns to adjust energy consumption in the car for an effective drive. This also helps BMW in reducing CO2 emissions.Supply Chain & LogisticsIn BMW’s Steyr plant, the company uses an AI application that fastens the logistics functions by preventing empty containers on conveyor belts. This app uses the image data marked by the employees to identify the right containers. Once recognized, the system directs the boxes to the removal station by the shorter route. Other uses of AI in supply chain management include robotic applications to identify objects accurately to strategize the right routes for the objects on the production line.ProductionArtificial intelligence has been a part of BMW’s production processes since 2018. The company even won the Connected Car Pioneer Award in 2020 for its diverse AI applications. Its latest series, BMW 8 Gran Coupe uses AI for painting car exteriors. AI is also used to check for production defects.Customer ServiceIt’s a no-brainer that a company like BMW uses AI for customer service. When a customer goes to the service center with a complaint, the employees use databases to resolve the issue/ The database includes an intelligent search facility and AI that helps identify the issue and provide the right solutions.Building ManagementArtificial intelligence manages all the energy-related data and discovers unknown energy consumption patterns. The system uses weather-related data to heat and cools the buildings intelligently and efficiently. Inside their building in Munich, BMW was able to save 1,200 MWh of thermal energy annually.Support FunctionsBMW is an automobile giant with a presence in more than 100 countries. Naturally, its customers, employees, and dealers speak multiple languages and produce data in those languages. BMW uses its own AI-powered translation solutions that help employees feed the data into the systems.Vehicle FunctionsBMW’s driver assistance systems like Driving Assistant Professional work on artificial intelligence. AI enables drivers with automated driving functions to safely park and stay connected. It also uses emotion recognition software to check the driver’s alertness. Similar to smart assistants like Google and Alexa, BMW’s Intelligence Personal Assistant is available for drivers that can be operated through voice commands.