Automakers Embrace AI in All Product Stages, From Concept to Consumer

Automakers are using artificial intelligence (AI) to speed up the production process and keeping problems from creeping up.

By Paul A. Eisenstein

Going from concept to customer is neither a quick nor easy task, often taking five years. Now, automakers are using artificial intelligence (AI) to speed up the process and keeping problems from creeping up. AI is yielding more efficient plant designs and improving the manufacturing process. It is also showing up in vehicles where it can help plot better routes – and even explain that mysterious light on the instrument panel.

General Motors will move a significant portion of its product development online, the automaker said in October. That approach will speed up the process and trim costs, reducing what has traditionally been a case of trial-and-error. During a recent conference, GM engineering group manager Matthew Wieczorek noted how virtual simulations helped reduce development time on some suspension components from two months to just 17 hours.

Simulated Crash Tests, Fewer Pricey Prototypes

Using AI-powered technology can be particularly useful in the final stages of development, making it possible to simulate crash tests – and then speed up revisions, where necessary – rather than having to build scores of costly prototypes. This alone can reduce time to market by months.

“One of the most important applications is at the factory level where it can simulate factory environments to improve manufacturing processes,” said Sam Abuelsamid, Lead Auto Analyst with Guidehouse Insights.

That can help simplify the layout of new lines and improve the productivity and reliability of robots. Tesla, Ford, and several others have been developing more humanoid robots, powered by AI, that can safely work alongside human workers on the assembly line.

“If you think of where to apply AI in manufacturing, it can be very useful in pretty much every step,” Benjamin Saltsman, Magna International’s Director of Data Analytics, Simulation and Internet of Things, said during an October panel discussion sponsored by the Society of Automotive Analysts.

Reducing Rejected Parts, Warranty Claims

Ford has installed its new Mobile Artificial Intelligence Vision System, or MAIVS, at 20 of its parts and assembly plants around the world. The system can spot a variety of potential problems that can result in defective parts, reducing not only rejection rates but warranty claims when those defects sneak onto the assembly line.

“MAIVS integrates vision and AI technology with our manufacturing systems and allows them to communicate in a way that generates instantaneous feedback,” said Walter LaPlante, a Controls and Industrial Connectivity Supervisor at Ford. “The real-time notifications from MAIVS contribute to manufacturing quality and efficiency, helping ensure only quality parts are passed through the assembly process.”

There’s really no place where AI isn’t turning up, said GM President Mark Reuss. The Detroit giant uses it to effectively locate  public EV charging stations, for example, and to improve the capabilities of its autonomous driving subsidiary, Cruise.

Infotainment: The Chat GPT Edition

AI is even finding a place in the car itself. In  September, Volkswagen updated its owner app to leverage Google Cloud’s AI and machine learning capabilities. It now provides answers to a wide range of customer questions. And with the 2025 model year, the German automaker has integrated the ChatGPT “generative  infotainment systems on a number of the vehicles it sells in the U.S.

“AI is emerging as a utility tool for Volkswagen owners to better understand their vehicles and get answers to questions faster and easier,” explained said Abdallah Shanti, Chief Information Officer for Volkswagen Group of America.

Sales Prediction, Training at Dealerships

AI is also finding applications at the dealer  level. For one thing, it can help service departments better track and predict what stock they need to order. Ford has integrated it into Ford University, its sales training operation. In one application, salespeople record short videos in which they introduce themselves and then speak on three dealer-related topics. An AI system analyzes the presentations and offers up suggestions on how the staff could be more effective.

Paul Eisenstein is publisher and editor-in-chief of automotive news site Headlight.News.