How will generative AI shape the future of the automotive industry? At CES 2025, BCG's Vanessa Lyon led a discussion with experts from BorgWarner, CNH, Cox Automotive, and Google on GenAI’s transformative potential—tackling key challenges in implementation and scalability.
Highlights from CES
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GenAI in the Driver's Seat: Innovation or Expensive Gimmick
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Companies Are Ready to Embrace GenAI
Just months ago, many companies were skeptical about GenAI, but the focus now has shifted to integrating GenAI-enabled agents into teams, says BCG’s Vanessa Lyon.
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The Buzz at CES
BCG’s Lauren Taylor describes which topic is getting a lot of attention at the conference and why it matters to business leaders.
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Maturation Is on Display at CES
BCG’s Rolf Kilian reflects on maturation in the automotive industry and highlights the importance of strategic focus for senior leaders.
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What’s Next in Autonomous Vehicles?
Autonomous vehicles are on the move in several US cities. BCG’s Brian Collie reflects on two major CES announcements and the transformative potential of this technology.
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The Future of Live Maps in Cars
HERE Technologies CEO Mike Nefkens shares insights on a new AWS partnership and the path to live maps in vehicles by 2026, in conversation with BCG’s Augustin Wegscheider.
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How Auto Suppliers Can Thrive in 2025
Years of challenges with more on the horizon means suppliers must find ways to manage costs and reimagine their business. BCG’s Brian Collie explains how.
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Personalize This: Unlocking Growth with AI
Personalization is the best way to leverage AI for growth, asserts BCG’s Mark Abraham. Hear him discuss highlights from his new book, Personalized: Customer Strategy in the Age of AI.
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AI Helps Deliver a Better Customer Experience
Companies can use AI-generated service agents and other tools to offer users a more rewarding and personalized journey, says BCG’s Robert Derow.
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Creating Better Customer Intimacy
Bryan Gauch shares the three things companies can do to ensure that their customers feel valued and engaged.
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What AI Can Do for Marketing in 2025
Marketers are being asked to do more with less. BCG’s Mark Abraham says they can meet the challenge by harnessing AI for content efficiency and budget optimization.
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Shifting to AI Marketing Can Boost Growth
Google’s Kristen O’Hara and BCG’s Mark Abraham discuss six ways leaders are embedding AI into marketing workflows—and growing faster than their peers.
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Telcos Are Facing Major Near-Term Cost Pressures
As telcos consider 6G investments and reassess customer service channels, BCG’s Becky Frederick stresses the importance of cost in decision making.
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January 15, 2025
What Telcos Can Do to Stand Out
In a rapidly changing market, telcos must balance core offerings with innovation while attracting the best talent, BCG's Becky Frederick explains.
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Auto Suppliers Should Stay Strategic
The market for many auto components is stagnating. OPmobility’s Augustin Tuaillon and BCG’s Thomas Weber say maintaining an always-on strategy is key.
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Auto Suppliers Tackle Cost and Technological Shifts
BCG's Thomas Weber explores how auto suppliers address emerging challenges and scale strategically in a conservative growth market.
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Closing the Cost Gap in Auto
Xavier Mosquet describes how Western automakers can learn from those in China and offers additional insights on how the industry can be more competitive on cost.
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Bridging the Gap Between Technology and Organizational Change
As generative AI accelerates innovation, Anil Jain of Google Cloud highlights how organizations must rethink their workflows to keep pace, seize emerging AI opportunities, and tackle previously unsolvable challenges.
How We Partner with Automotive Clients on AI and Advanced Technologies
BCG works with clients to harness cutting-edge AI to enhance efficiency, safety, and the overall driver experience Our automotive experts help OEMs and suppliers streamline manufacturing and supply chains, manage the shift to battery-electric designs, and create a smarter and safer experience for drivers.
Client Impact
To pioneer a digital transformation of its operations, global automotive supplier Forvia partnered with BCG to define its ambition and implement digital use cases. Here's how.
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BMW Group's Transformation: Turning GenAI Concepts into Scalable Success
BMW has launched a major transformation initiative, leveraging GenAI to streamline procurement tasks, rethink processes, and improve supplier interactions. As an extension of our existing partnership around AI, BCG and BMW are now partnering with AWS, BCG X, and BCG Platinion to ensure a secure, scalable integration of GenAI.
When the mobility experts at Penske began building a new AI platform for their B2B customers, they partnered with BCG. Sherry Sanger, Penske’s EVP of Strategy and Marketing, explains how the company combines their data and expertise with evolving technology.
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BCG’s AI Tools and Solutions
Auto AI by BCG X
The challenge with AI is shifting from proof-of-concept to real value. Auto AI, BCG’s advanced analytics solution, helps automotive OEMs and suppliers implement AI to make a step-change in performance, including operations, sales, marketing, and other key functions.
Deep Customer Engagement AI by BCG X
Using data analytics to hyper personalize every interaction, Deep Customer Engagement AI by BCG X gives companies the insights they need to reduce acquisition costs, increase retention, improve upselling and cross-selling, and drive 40% more lifetime value from their customers.
Fabriq Personalization AI by BCG X
Personalized marketing requires weaving together infrastructure, applications, and workflows. Fabriq Personalization AI by BCG X enables companies to use automation, templatization, and precision targeting, all woven together with AI at the core—creating a 360-degree view of your customers.
Retail AI by BCG X
A suite of industry-specific proprietary tools by BCG X, Retail AI helps retailers modernize their commercial, operational, and supply chain functions—leading to revenue gains of up to 7% and profit gains up to 50%>.
Book
Personalized: Customer Strategy in the Age of AI
Personalization is a $2 trillion opportunity. BCG's new book offers a playbook for unlocking digital transformations to capture your share of this personalization prize.
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BMW has launched a major transformation initiative, leveraging GenAI to streamline procurement tasks, rethink processes, and improve supplier interactions.
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A new tech stack is taking shape in the auto industry. Tier one suppliers that are still trying to determine where to play risk being crowded out.
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