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(gentle music)

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<v ->Bernd, you are the head of product management</v>

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and brand management at the BMW group.

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So what does GenAI, mean to you

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both in productivity for your teams,

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but maybe also for the customer experience?

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<v ->I think we can talk for a long time about the benefits</v>

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because there's a whole range,

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when we focus about something

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which is directly customer facing.

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I'll just give you an experience I had two weeks ago

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when we looked at our latest version

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of our personal assistant.

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Now that, combined with the capabilities

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that we have with large language models,

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is absolutely impressive.

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So the customer will see

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that he has a really natural interaction.

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You talk like you talk to a friend, you make small mistakes,

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you misspell, it's all compensated.

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So you have a real natural interaction

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and then you all of a sudden

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get into an interaction with the car.

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You ask for certain features,

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so you no longer need the manual.

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You can ask where you want to go for a restaurant,

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you can get tips.

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This is something that the customer will experience

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and it'll be a complete new level.

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But I would always like to discuss AI in this combination

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of enabling IT infrastructure, platform, people, processes,

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and then the actual tools to use it.

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<v ->It's a perfect fit because like, you know,</v>

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like we always proclaim it's only 10% of algorithm,

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20% of the technology,

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but 70% of all the people in the processes.

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<v ->Yes.</v>

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<v ->It almost sounds like a perfect storm.</v>

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Combining all the messages you just conveyed

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the new platform, direct to consumer models,

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use of AI and GenAI.

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So what does GenAI mean to you,

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both in productivity for your teams,

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but maybe also the customer experience?

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Where do you see the biggest unlock?

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<v ->Always would like to take also the perspective of,</v>

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it's a tool, so it needs to be wisely used,

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you need to have the prerequisites in terms of organization,

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process, platforms, et cetera, in place.

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I feel it in the team that they're energized

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to rethink the status quo, the capabilities that come

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with doing things faster, differently, more personalized.

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So there's a really good spirit.

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And my task is a little bit to combine that,

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that we say it's not only a one-off,

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we don't have 150 use cases, which don't fit together.

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But to have something in place

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where I say there's some consistency,

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we have a plan, we provide the basis.

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And I always, of course, it also has to fit to the brand.

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There's a lot of brand questions.

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It's very complex thing, but I think very promising

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and I think you get a lot of energy out of the teams

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because they see the potentials in it.

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(gentle music)