Source: Getty/metamorworks
The successful deployment of Google Cloud’s AI in GM’s OnStar service has opened the door to future generative AI deployments
General Motors (GM) and Google Cloud shared new details on how the two companies collaborated to bring conversational AI technology into GM's vehicles, according to a press release on August 29. Since its launch in 2022, GM’s OnStar Interactive Virtual Assistant (IVA) has been powered by advanced, intent-recognition algorithms that use Google Cloud’s conversational AI technologies, providing OnStar Members with responses to common inquiries, as well as routing and navigation assistance. The successful deployment of Google Cloud’s AI in GM’s OnStar service has now opened the door to future generative AI deployments being jointly piloted by GM and Google Cloud.
“Generative AI has the potential to revolutionize the buying, ownership, and interaction experience inside the vehicle and beyond, enabling more opportunities to deliver new features and services,” said Mike Abbott, executive vice president of Software and Services, GM. “Our software-led approach has accelerated the creation of compelling services for our customers while driving increased efficiency across the GM enterprise. The work with Google Cloud is another example of our efforts to transform how customers engage with our products and services.”
GM’s decision to collaborate with Google Cloud in exploring new, business-wide generative AI applications builds on a journey the two companies began together in 2019, when GM named its first vehicles with Google built-in. Since then, the number of GM vehicles with Google built-in has grown, giving customers easy access to Google Assistant, Google Maps and Google Play, directly from their vehicles’ center displays. That collaboration soon expanded to the deployment of Google Cloud’s conversational AI technology, Dialogflow. With this technology, GM’s OnStar virtual assistant is now handling more than 1 million customer inquiries a month in the US and Canada, and is available in most model year 2015 and newer GM vehicles connected by OnStar.
GM’s OnStar IVA, which launched in 2022, uses advanced AI-based, intent-recognition technologies powered by Google Cloud’s Dialogflow technology to provide OnStar Members with routing and navigation assistance, including turn-by-turn directions. The OnStar IVA assists with common inquiries initiated by the non‑emergency OnStar blue-button push in GM vehicles, but also endeavors to distinguish phrases and words that may signify an emergency situation, and help to quickly route the call to OnStar’s specially trained emergency Advisors.
With this technology, OnStar has been better able to immediately understand a customer’s question or request the first time it is spoken, providing a response with a modern, natural-sounding voice. Customers hear the same familiar OnStar “voice” whether they are sitting in their vehicle or calling on the phone and have reacted positively to experiences on calls without hold times. With the OnStar IVA successfully helping GM customers requesting navigation assistance, OnStar Advisors have been able to spend more time with customers for requests that require a human touch.
Additionally, GM is leveraging Google Cloud’s Dialogflow technology to deploy chatbots that can conversationally help answer customer questions about GM vehicles and product features based on the technical information from GM’s extensive vehicle-data repositories. With this technology, customers can get quick answers to questions such as, “Tell me more about GM’s 2024 EV lineup,” or learn how to take advantage of new technology features in their vehicle. These chatbots are active across GM’s corporate and vehicle brand websites, bringing additional convenience to customers looking for specific vehicle-related information.
COMING SOON! BriefCASE from AutoTechInsight, a new and free weekly newsletter. Giving you the inside track on all things related to CASE and hot technologies as they relate to the automotive supply chain. Click here to subscribe.
Copyright © 2025 S&P Global Inc. All rights reserved.
These materials, including any software, data, processing technology, index data, ratings, credit-related analysis, research, model, software or other application or output described herein, or any part thereof (collectively the “Property”) constitute the proprietary and confidential information of S&P Global Inc its affiliates (each and together “S&P Global”) and/or its third party provider licensors. S&P Global on behalf of itself and its third-party licensors reserves all rights in and to the Property. These materials have been prepared solely for information purposes based upon information generally available to the public and from sources believed to be reliable.
Any copying, reproduction, reverse-engineering, modification, distribution, transmission or disclosure of the Property, in any form or by any means, is strictly prohibited without the prior written consent of S&P Global. The Property shall not be used for any unauthorized or unlawful purposes. S&P Global’s opinions, statements, estimates, projections, quotes and credit-related and other analyses are statements of opinion as of the date they are expressed and not statements of fact or recommendations to purchase, hold, or sell any securities or to make any investment decisions, and do not address the suitability of any security, and there is no obligation on S&P Global to update the foregoing or any other element of the Property. S&P Global may provide index data. Direct investment in an index is not possible. Exposure to an asset class represented by an index is available through investable instruments based on that index. The Property and its composition and content are subject to change without notice.
THE PROPERTY IS PROVIDED ON AN “AS IS” BASIS. NEITHER S&P GLOBAL NOR ANY THIRD PARTY PROVIDERS (TOGETHER, “S&P GLOBAL PARTIES”) MAKE ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO ANY WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE, FREEDOM FROM BUGS, SOFTWARE ERRORS OR DEFECTS, THAT THE PROPERTY’S FUNCTIONING WILL BE UNINTERRUPTED OR THAT THE PROPERTY WILL OPERATE IN ANY SOFTWARE OR HARDWARE CONFIGURATION, NOR ANY WARRANTIES, EXPRESS OR IMPLIED, AS TO ITS ACCURACY, AVAILABILITY, COMPLETENESS OR TIMELINESS, OR TO THE RESULTS TO BE OBTAINED FROM THE USE OF THE PROPERTY. S&P GLOBAL PARTIES SHALL NOT IN ANY WAY BE LIABLE TO ANY RECIPIENT FOR ANY INACCURACIES, ERRORS OR OMISSIONS REGARDLESS OF THE CAUSE. Without limiting the foregoing, S&P Global Parties shall have no liability whatsoever to any recipient, whether in contract, in tort (including negligence), under warranty, under statute or otherwise, in respect of any loss or damage suffered by any recipient as a result of or in connection with the Property, or any course of action determined, by it or any third party, whether or not based on or relating to the Property. In no event shall S&P Global be liable to any party for any direct, indirect, incidental, exemplary, compensatory, punitive, special or consequential damages, costs, expenses, legal fees or losses (including without limitation lost income or lost profits and opportunity costs or losses caused by negligence) in connection with any use of the Property even if advised of the possibility of such damages. The Property should not be relied on and is not a substitute for the skill, judgment and experience of the user, its management, employees, advisors and/or clients when making investment and other business decisions.
The S&P Global logo is a registered trademark of S&P Global, and the trademarks of S&P Global used within this document or materials are protected by international laws. Any other names may be trademarks of their respective owners.
The inclusion of a link to an external website by S&P Global should not be understood to be an endorsement of that website or the website's owners (or their products/services). S&P Global is not responsible for either the content or output of external websites. S&P Global keeps certain activities of its divisions separate from each other in order to preserve the independence and objectivity of their respective activities. As a result, certain divisions of S&P Global may have information that is not available to other S&P Global divisions. S&P Global has established policies and procedures to maintain the confidentiality of certain nonpublic information received in connection with each analytical process. S&P Global may receive compensation for its ratings and certain analyses, normally from issuers or underwriters of securities or from obligors. S&P Global reserves the right to disseminate its opinions and analyses. S&P Global Ratings’ public ratings and analyses are made available on its sites, www.spglobal.com/ratings (free of charge) and www.capitaliq.com (subscription), and may be distributed through other means, including via S&P Global publications and third party redistributors.