BMW AI Project

BMW continues to release electric vehicles and is expanding its business in various ways.And they are utilizing AI technology and data and introducing it into their business in various ways. They use AI technology to communicate with external customers and help internal employees with marketing strategies.

Roll and Challenges

I participated in two projects and directed and produced future-oriented UI/UX/Visual design for each project's purpose and users. The whole concept is futuristic, a fresh and new approach that has never been tried in the industry, and I couldn't find an example anywhere else and it sets the whole paradigm anew.


BMW Ultimate AI Advisor
This app is the virtual AI assistant that recommends the car the customer wants based on BMW's AI data and even helps them purchase the car they choose.
The most significant advantage is that customers can select the options they want directly through the existing website or app, but through the 'BMW Ultimate AI Advisor' app, they have a conversation with an AI agent through a video call and select not only the vehicle type they want but also the options, and this allows the customer to choose the option of the vehicle. It even helps with ordering.





Person AI Chat Research
Based on BMW's AI data, personas were set based on the customer's age, region, occupation, and personality, and avatars were set for each persona. This is an application created to reduce the cost and time of conducting customer research to hear customer opinions. This was created to help employees understand customer preferences before meeting customers and support successful business. If you ask a question to one or multiple personas, you can immediately hear the answer from each persona.