Artificial intelligence is transforming the automotive sector, but many OEMs are neglecting to use it to enhance the customer experience.Generative AI (GenAI) offers a solution by enabling OEMs to create hyper-personalized and intuitive interactions with their customers.GenAI allows OEMs to analyze data generated by vehicles, providing insights into customer preferences and behavior.By leveraging GenAI, automotive brands can redefine the customer journey and build long-term customer loyalty.