DS Automobiles ‘humanizes’ Iris voice assistant with ChatGPT

French carmaker DS Automobiles has announced it would integrate the generative artificial intelligence model ChatGPT into its cars. The AI will enhance the brand’s DS Iris voice assistant, allowing a more conversational experience for the user.

Currently, the integration of ChatGPT to DS Automobiles infotainment systems is still in its six-month pilot phase. During this period, the first 20 000 registered users will use the feature at no extra cost and give feedback.


According to DS Automobiles, including ChatGPT in its DS Iris infotainment system is a revolution. “Our mission at DS is to provide our customers with a unique onboard experience. As pioneers in integrating ChatGPT into the automotive world, we are making a generative artificial intelligence that is fluid, intuitive, and immersive accessible, transforming every trip into a unique journey,” explains the CEO of DS Automobiles, Olivier François.

Created by OpenAI, ChatGPT is a generative artificial intelligence language model that has made headlines recently due to its flowing human-like conversational way. That is precisely what DS Automobiles is interested in the interaction with people.

From assistant to travel companion

Currently, DS Automobile’s Iris voice assistant is quite basic and task-focused. With the help of ChatGPT, the self-proclaimed Premium French brand aims to transform the assistant into more of an interactive travel companion.

The pilot integration of ChatGPT will run for six months /DS Automobiles

With this integration, the DS Iris system can tell drivers and passengers what to visit in the city they’re driving into, where the nearest museum is, or even invent a quiz to entertain. To activate the system or any request, they must say, “OK, Iris.”


Currently, the integration of ChatGPT is still in its pilot phase, which runs for six months if the subscription is taken between October 19th and February 24th. Stellantis will allow the first 20 000 registered users to experience the new feature at no extra cost. After that, they will be asked to give some feedback.

The new ChatGPT feature can be activated remotely through the DS Service Store on all DS models equipped with the Iris Infotainment System. It’s available in France, Germany, the UK, Spain, and Italy, in each country’s languages.


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