Hyundai Motor Group is set to unveil differentiated artificial intelligence (AI) services for each of its brands—Hyundai, Kia, and Genesis—as it adapts to the era of Software-Defined Vehicles (SDVs), where hardware specifications are rapidly becoming standardized.
According to industry sources on the 20th, Hyundai Motor Group is developing 'Persona AI' that embodies brand identity based on its in-vehicle generative AI agent, 'Gleo AI.' Gleo AI is an LLM-based AI agent applied to the 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.
Gleo AI: From Personalization to Brand 'Identity'
Persona AI is a concept that designs dialogue styles and service experiences differently according to the 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 AI interactions within the vehicle distinctly for each brand—Hyundai, Kia, and Genesis—even as they share a common software foundation.
Particularly significant is the expansion of services beyond individual customization to brand-specific AI experiences. This means that even for the same request, such as 'adjust the interior temperature,' the tone of response, the level of proactive suggestions, and the extent of permission for connecting vehicle functions with external services may vary by brand. Brand identity, previously distinguished by design, driving performance, and service networks, becomes clearer through interaction with software.
In fact, Genesis is considering introducing 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 also expected to establish standards tailored to a premium brand regarding service connections such as vehicle settings, route guidance, and content.
An industry official stated, "This could determine customer touchpoints in 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 purchase, infotainment can serve as a window for continuous interaction between the brand and customers."
Vehicle AI as 'Brand Face'… Accelerating Differentiation on Common Platforms
Instead of developing separate vehicle AIs from scratch, Hyundai, Kia, and Genesis are adopting a structure where they share Gleo AI's voice recognition, vehicle control, safety verification, and app integration technologies, while each brand adds its unique user experience. In this process, the common AI platform supports increased development efficiency while maintaining brand-specific differentiation.
Global automakers are also focusing on redesigning generic generative AI as their own brand's in-vehicle AI assistants, rather than simply installing it 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 implementing a conversational AI based on Google Gemini while advancing the development of its own AI that reflects vehicle intelligence and personal preferences.
in INDUSTRY
