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Dive Brief:
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Kia is rolling out its new generative AI-powered voice recognition system called “AI Assistant” on the electric EV3 in Europe, the automaker announced in an press release April 16.
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The new AI Assistant allows EV3 drivers to have natural, context-aware conversations with their vehicle, which includes the ability to ask open-ended questions and learn more about various vehicle functions. The feature is activated via a steering wheel button or by speaking the phrase "Hey Kia.”
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Kia’s AI Assistant will receive new capabilities over time via continuous over-the-air software updates. The expansion to Europe follows successful launches of the AI-powered technology in Kia’s home market of South Korea and the U.S. as part of the company’s phased, global rollout strategy.
Dive Insight:
Generative AI technology is rapidly expanding to smartphones and other consumer devices. But its recent integration into software-defined vehicles represents a new opportunity for automakers to make their vehicles smarter and more convenient for drivers.
EV3 customers can ask the AI Assistant “virtually anything,” according to Kia. For example, drivers can ask what services the assistant can provide by saying “Hey Kia, tell me what you can do,” and it will respond accordingly. Drivers can also request help on how to use various in-car features, adjust the vehicle’s interior temperature, find points of interest along a route, play music, or provide information about vehicle maintenance.
Kia EV3 models built from March 2025 will include the AI Assistant as standard. Older models will receive it via a future OTA software update, per the release. Following its debut in the EV3, Kia plans to offer the feature in other models equipped with its new connected car Navigation Cockpit system.
The debut of Kia’s AI Assistant on the EV3 in Europe follows the recently announced “Pleos Connect” next-generation infotainment system from sister company Hyundai Motor Group. Pleos Connect also features an in-vehicle AI-powered voice technology called “Gleo AI” for intelligent voice control of vehicle functions. Hyundai aims to launch it in Q2 2026 and offer it in 20 million vehicles by 2030.
In February, Stellantis announced a collaboration with France-based technology company Mistral AI to develop an AI-powered in-vehicle assistant, which will also serve as an interactive user manual for its vehicles. Like Kia’s AI Assistant, it will be continuously updated and adaptable across Stellantis’ vehicle brands and models.