BMW showcase generative AI, gaming, video streaming, AR Glasses for its vehicles



BMW Group has showcased a range of new features and solutions for its vehicles at CES 2024 in Las Vegas including generative artificial intelligence (AI) integration, gaming, video streaming, and more.

All of these features are part of BMW’s Operating System 9 including the new gaming experience. It will allow users to enjoy games similar to a console including up to two players side by side in a split screen with separate gaming controllers. Any of the Bluetooth-capable controllers could connect with the infotainment system.


There are hosts of single and multiplier games available on the AirConsole app that allow BMW customers.

BMW Gaming

Video streaming app

In addition to pre-installed BMW Theatre Screen and Amazon Fire TV apps, the BMW 7 series and BMW customers will be able to use DTS AutoStage Video Service from TiVo.

This will enable users to watch both live channels and on-demand media libraries including sports, news, kids content, movies, and TV series.


Introduced with the BMW 5 Series, this service will make its way to executive and luxury models via an Over-the-Air (OTA) update.

Since late last year, BMW’s compact models with OS 9 also have access to Video App with BMW Digital Premium. This service is available in the U.S., UK, South Korea, France, Italy, Germany, Spain, and soon to be in Japan.



BMW Group and Amazon took their partnership two steps further by enhancing BMW’s voice assistant with generative AI based on Large Language Model (LLM) technologies.

BMW’s voice assistant has been used for speech recognition but the new integration will allow more human-like interaction between the customer and the vehicle. The most effective part of this LLM capability will result in better directions, feature access, and general queries.


BMW In-car system with new generative AI Voice Assistant


Aside from these advancements, BMW also demonstrated its augmented reality (AR) glasses to lead the future of driving. These glasses allow users to view navigation instructions, hazard warnings, entertainment content, information about charging stations, support visualizations in parking situations, and more.

BMW augmented reality (AR) Glass

(source – BMW)

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