“Technology with a human touch” is getting a little less human.
That phrase is the advertising slogan for GM’s OnStar service. OnStar has long advertised its user-friendly nature, which it credits to the human advisers who answer drivers’ questions. But sometime last year, GM moved to artificial intelligence (AI) to handle some OnStar requests, the company announced today.
Related: What Is OnStar?
OnStar started in the mid-1990s when it seemed like something out of the future. It put a bright blue button on the cabin roof or rearview mirror of many GM cars (the company builds Buick, Cadillac, Chevrolet, and GMC vehicles). Pushing the button connects you to a human in a call center who could call emergency services, provide turn-by-turn directions, and serve as a remote concierge, helping you solve basic problems when traveling.
That hasn’t changed for all inquiries, GM says. But late in 2022, the company quietly partnered with Google Cloud to launch what it calls the Interactive Virtual Assistant. That system now helps users with “common inquiries, as well as routing and navigation assistance.”
Related: GM Drops Mandatory OnStar Subscriptions for Most Buick, GMC 2024 Models
The system uses a “modern, natural sounding voice,” GM says.
More complex inquiries and emergencies get routed to a human adviser. The system “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.”
Related: GM: We’ll Phase Out Apple CarPlay, Android Auto in EVs
GM says the AI voice has already handled 1 million requests. Because it’s handling routine things, GM says, “OnStar Advisors have been able to spend more time with customers with requests that require a human touch.”
OnStar requires a monthly subscription fee and has several tiers of membership that give owners access to different services.
