Shanghai Auto Show: BMW to use DeepSeek for parsing casual speech

BMW China has partnered with artificial intelligence company DeepSeek to enhance in-car interaction systems through advanced language processing capabilities, marking another step in the automakers' push to develop emotionally intelligent vehicle interfaces.

The collaboration will see DeepSeek's technology integrated into BMW's ninth-generation operating system, with rollout beginning this September in China on models including the 5 Series long-wheelbase, electric i5 and updated X3 SUV.

The new system can interpret casual speech patterns and complex queries. Early demonstrations show the technology parsing informal commands like "Let's go splurge downtown" to suggest shopping destinations, while handling technical inquiries about subjects like black holes through simplified explanations.

The system also promises emotional recognition capabilities, adapting responses based on perceived user mood during multi-turn conversations.

AI is a key frontier for automotive innovation, according to BMW Group Chairman Oliver Zipse. By combining specialized AI capabilities through partnerships with companies like DeepSeek and Alibaba, he said, BMW is creating interfaces that move beyond transactional commands to enable authentic dialogue.

This collaboration expands BMW's growing AI ecosystem, which includes previous integrations with Alibaba's language models.

Zipse stressed that BMW will maintain its presence in China.

DeepSeek is a Chinese AI firm that builds advanced, free-to-use AI tools. Its R1 model has driven global innovation by accelerating breakthroughs in healthcare, finance and education, while breaking language barriers to foster cross-border collaboration and democratize access to cutting-edge AI tools worldwide.