(gentle music)
-: Bernd, you are the head of product management
and brand management at the BMW group.
So what does GenAI, mean to you
both in productivity for your teams,
but maybe also for the customer experience?
-: I think we can talk for a long time about the benefits
because there's a whole range,
when we focus about something
which is directly customer facing.
I'll just give you an experience I had two weeks ago
when we looked at our latest version
of our personal assistant.
Now that, combined with the capabilities
that we have with large language models,
is absolutely impressive.
So the customer will see
that he has a really natural interaction.
You talk like you talk to a friend, you make small mistakes,
you misspell, it's all compensated.
So you have a real natural interaction
and then you all of a sudden
get into an interaction with the car.
You ask for certain features,
so you no longer need the manual.
You can ask where you want to go for a restaurant,
you can get tips.
This is something that the customer will experience
and it'll be a complete new level.
But I would always like to discuss AI in this combination
of enabling IT infrastructure, platform, people, processes,
and then the actual tools to use it.
-: It's a perfect fit because like, you know,
like we always proclaim it's only 10% of algorithm,
20% of the technology,
but 70% of all the people in the processes.
-: Yes.
-: It almost sounds like a perfect storm.
Combining all the messages you just conveyed
the new platform, direct to consumer models,
use of AI and GenAI.
So what does GenAI mean to you,
both in productivity for your teams,
but maybe also the customer experience?
Where do you see the biggest unlock?
-: Always would like to take also the perspective of,
it's a tool, so it needs to be wisely used,
you need to have the prerequisites in terms of organization,
process, platforms, et cetera, in place.
I feel it in the team that they're energized
to rethink the status quo, the capabilities that come
with doing things faster, differently, more personalized.
So there's a really good spirit.
And my task is a little bit to combine that,
that we say it's not only a one-off,
we don't have 150 use cases, which don't fit together.
But to have something in place
where I say there's some consistency,
we have a plan, we provide the basis.
And I always, of course, it also has to fit to the brand.
There's a lot of brand questions.
It's very complex thing, but I think very promising
and I think you get a lot of energy out of the teams
because they see the potentials in it.
(gentle music)