BMW announced on Friday that it is deepening partnership with ByteDance's Volcano Engine to explore artificial intelligence applications in marketing and services.

The collaboration, led by BMW Brilliance's digital subsidiary Lingyue Digital Information Technology, aims to enhance user experience and optimize dealer operations through AI-powered tools such as personalized content delivery, real-time customer interaction and immersive digital engagement.

It is a key step under BMW's Holistic AI Strategy in China, which was first introduced in March and seeks to integrate AI across whole production chain.

"Artificial intelligence is a prime area for future cooperation," said Sean Green, president and CEO of BMW Group Region China. "With our Holistic AI Strategy in China, we are accelerating the integration of AI technology into all business areas, from R&D, production, supply chain to products, services and operations, " he added.

The partnership will leverage Volcano Engine's expertise in large language models and recommendation algorithms to power customized marketing tools for BMW. These will enable more efficient product matching and purchase recommendations, real-time intelligent online customer service and immersive digital engagement experiences, according to BMW.

Franz Decker, president and CEO of BMW Brilliance, said the collaboration will help "drive the continuous training and optimization of AI models", supporting BMW's broader digital transformation.

ByteDance and BMW have worked together since 2019 on digital innovation. The renewed cooperation further underscores BMW's long-term commitment to intelligent transformation in the Chinese market.