MotorTrend is on-site at Nvidia’s GPU Technology Conference (GTC) 2024, where automotive giants like Ford, Jaguar Land Rover, Lucid, Mercedes-Benz, Polestar, and Volvo are converging with tech titans. Nvidia, renowned for its GeForce GPUs in gaming, now aims its hardware and software prowess towards automotive AI and autonomous vehicle (AV) tech. The conference promises “Brilliant Minds. Breakthrough Discoveries.” Here’s our live coverage.
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Ford’s Practical AI Applications Nvidia:
Bryan Goodman, Ford’s Executive Director of Artificial Intelligence, delivered a candid talk on AI’s pragmatic use. Goodman highlighted the challenge of AI hallucination, emphasizing the need to prevent models from generating incorrect information. Ford addresses this by prompting algorithms to admit when they lack an answer and citing original sources for verification.
Here are five ways Ford utilizes generative AI:
Owner’s Manuals: Ford is developing a tool enabling customers to access car information conversationally, bypassing lengthy manuals. By training models with structured source data, Ford ensures accuracy and completeness.
Call Centers: AI records, transcribes, and depersonalizes customer calls, providing standardized summaries for faster issue detection and resolution.
Chatbots: Ford employs over 100 chatbots globally but aims for unified bots to maintain consistency across platforms.
Technician Assistant: AI assists technicians by offering step-by-step guidance in natural language, ensuring correct disassembly and reassembly procedures.
Data Analysis: AI processes vast call center data, simplifying it into actionable insights for product and service improvements.
