BMW shows prowess in digital experience at CES

BMW is showing in Las Vegas how cutting-edge technologies including augmented reality and the large language model can enrich the in-car digital experience.

At the CES 2024, the German premium carmaker is offering visitors opportunities to test the possible uses of AR glasses for themselves on a drive.

Wearing the glasses, they can see how navigation instructions, hazard warnings, entertainment content, information on charging stations and supporting visualisations in parking situations are embedded into the real-world environment.

AR and mixed reality devices will become increasingly popular in the next few years, thanks to technological advances and entry-level models that are more affordable for customers, said BMW.

The company has been working on the development of AR and MR technology since 2008 and exploring possible applications for head-mounted displays in research projects.

BMW is also showcasing the capabilities of its voice assistant empowered by Amazon's Alexa large language model.

At CES, visitors can experience how the voice assistant provides quick instructions and answers about vehicle functions in a much more human, conversation-like manner, while at the same time being able to control some vehicle functions.

"BMW is synonymous with both the ultimate driving machine and the ultimate digital experience," says Frank Weber, member of the board of management responsible for BMW Group Development.