[Exclusive] AI assistants in cars take on different identities across brands

Hyundai Motor Group is set to unveil differentiated artificial intelligence (AI) services for each of its brands — Hyundai, Kia, and Genesis — in line with the era of software-defined vehicles (SDVs), where hardware specifications are rapidly converging.

According to industry sources on Tuesday, Hyundai Motor Group is developing 'Persona AI,' which embodies brand-specific identities based on the in-vehicle generative AI agent 'GLEO AI.' GLEO AI is a large language model (LLM)-based AI agent applied to Hyundai Motor Group's next-generation infotainment system, 'Pleos Connect.'

It processes natural language commands for setting navigation destinations, adjusting climate control, controlling vehicle functions, providing user manual guidance, and searching for information such as news and weather.

Hyundai Motor Group has previously stated its intention to evolve GLEO AI from a convenient assistant for executing vehicle functions into a personalized agent that understands users' habits and situations.

Persona AI is a concept that designs the conversational style and service experience differently according to each brand's customer base and product characteristics, even when using the same in-vehicle AI technology. Through this, Hyundai Motor Group aims to allow customers to experience the AI inside the car distinctly for each brand—Hyundai, Kia, and Genesis—while these brands share a common software foundation.

In particular, it is significant that the service expands beyond individual personalized AI to brand-specific AI experiences. This means that even for the same request, such as 'adjust the interior temperature,' the tone of response, the extent of proactive suggestions, and the level of permission for connecting vehicle functions with external services may vary by brand.

Brand identity, previously distinguished by automotive design, driving performance, and service networks, becomes clearer through interaction with software.

In fact, Genesis is considering introducing a Persona AI suitable for a luxury brand. The plan focuses on a refined experience that understands the customer's context while minimizing unnecessary intervention, rather than prioritizing rapid command execution or overly friendly responses. It is expected to establish standards tailored to a premium brand in service connections such as vehicle settings, route guidance, and content.

An industry official stated, "This could determine the customer touchpoints for future connected car services, subscription products, and app ecosystems," adding, "In SDVs, where features and services are continuously added via over-the-air (OTA) updates even after vehicle purchase, infotainment can serve as a channel for continuous interaction between the brand and customers."

Instead of developing separate vehicle AIs from scratch, Hyundai, Kia, and Genesis are adopting a structure where they jointly utilize GLEO AI's voice recognition, vehicle control, safety verification, and app integration technologies, while each brand adds its own unique user experience. In this process, the common AI platform will support increased development efficiency while maintaining brand-specific differentiation.

Global automakers are also focusing on redesigning generic generative AIs as their own brand's in-vehicle AI assistants, rather than simply installing them in vehicles. This is a strategy to enhance AI performance without ceding control over vehicle operation, customer service, and data utilization to big tech companies.

Mercedes-Benz has endowed its generative AI-based MBUX virtual assistant with four characteristics: naturalness, predictability, personalization, and empathy. It proactively suggests necessary functions based on driver behavior and driving conditions, and supports conversational search utilizing map and location information by applying Google's in-vehicle AI technology.

BMW is integrating Amazon Alexa+ technology into its next-generation 'BMW Intelligent Personal Assistant.' GM is also applying a Gemini-based conversational AI while advancing the development of its own AI that reflects vehicle intelligence and personal preferences.