DS is integrating ChatGPT, the generative artificial intelligence model, into its line-up of vehicles and their infotainment systems.

The French car brand said the technology will be integrated into its Iris System on the DS 3, DS 4, DS 7 and DS 9.

The AI functionality will act as a “digital travel assistant” with the ability to suggest beautiful cultural or artistic places to visit, or it can invent a quiz on their favourite subject, or even create a children’s story during a driving trip.

Drivers can wake  DS IRIS SYSTEM by saying "OK IRIS" or by pressing the dedicated button on the steering wheel. Voice interaction with the chatbot then starts, without the need for drivers to take their eyes off the road.

Yves Bonnefont, chief software officer of Stellants, parent company of DS Automobiles, said: “Even knowing all the inner workings and binary computations that allow ChatGPT to interact with its user, there is a certain fascination with how this conversational artificial intelligence model works.

“Its ability to interact is certainly one of the most striking applications of AI of the past year around the world.

“Since ChatGPT has been available, we've worked to integrate it into our own systems. And we are pleased to be the first to offer this innovation in Europe. This development is part of Stellantis' strategic focus, within the Dare Forward 2030 strategy.”

The integration of "SoundHound AI powered by ChatGPT API" with DS Iris System is offered at no extra cost over a six-month pilot phase, if a subscription is taken out between 19 October 2023 and 29 February 2024 and within the first 20,000 requests on DS 3, DS 4, DS 7 and DS 9. The feature can be activated with an over-the-air update.

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DS is also launching a new marketing campaign for its DS 4 model that highlights the relationship between the brand and Paris.

The new campaign focuses on travel, as well as comfort and refinement, which it says are some of the distinguishing features of the DS 4.

The new campaign also includes DS’s new brand signature.

After “Spirit of Avant-Garde”, which has been around since 2014, “Travelling is an Art” now accompanies the DS Automobiles logo.

In a statement supporting the new marketing campaign, DS said: “This new signature presents travel as a way of life and a form of artistic expression.

“It reveals travel in its most creative, imaginative and curious form, it also intends to be cultural and inspiring.”