BMW will employ artificial intelligence as customer support for BMW i brand EVs

You may have heard of Apple Genius' at the Genius Bar or Microsoft Ambassadors at the Microsoft product corner at retail stores. BMW has gone a step ahead, with its own take on customer support for its 'i' brand in the U.K. - with the 'employment' of artificial intelligence.

While this may sound like a mix between Siri and Wolfram Alpha - the 'BMW i Genius' uses specially developed software to interact with potential customers in a live question and answer format on a mobile platform.

Users simply send a question relating to BMW i by text, and the i Genius system will instantly respond with a detailed and helpful answer. The adaptive system is capable of interpreting words, the context of those words and the sentiment behind each question in order to respond. Subsequent questions can be asked allowing an informative, real time conversation.

The system was developed by London Brand Management, in a partnership facilitated by a business accelerator programme based in London's Tech City called The Bakery and media agency Vizeum.

19-year old Dmitry Aksenov, founder of London Brand Management said, "We are delighted to have been chosen by BMW Group as a partner for the launch of this exciting and innovative electric vehicle. Like the BMW i3, our artificial intelligence software is truly groundbreaking and provides a unique channel for BMW and its customers to make better buying decisions by getting access to the right information at the right time in the right place."

"The system operates around the clock allowing the consumer to ask any question relating to the i cars but without the hassle of having to pick up the phone or go into a dealership," added BMW Group U.K. Marketing Director Chris Brownridge.