Kia has officially launched its generative AI-powered voice assistant, called AI Assistant, in Europe. The rollout follows successful introductions in Korea and the United States in 2024, and forms part of Kia’s strategy to transform in-car experiences through artificial intelligence.

AI Assistant enables drivers to interact with their vehicle through natural conversation, allowing users to ask a wide range of questions and receive intelligent, context-aware responses. This includes support for in-car features, general queries, and lifestyle advice, such as recommending restaurants, offering driving assistance tips, or even explaining scientific concepts in simple terms.

The system is now available on European EV3 models produced from March 2025 onwards and will be added to earlier vehicles via the latest over-the-air (OTA) software update. Kia says the assistant will be progressively introduced to other models fitted with the connected car Navigation Cockpit (ccNC) system.

Users can activate AI Assistant by pressing the voice recognition button on the steering wheel or saying, “Hey Kia.” The platform can respond to open-ended queries, such as “What’s the difference between an EV and an ICE car?” or “I’m going camping tomorrow, what should I pack?” It also allows users to receive guidance on using in-car features such as Highway Driving Assistant.

Kia’s use of generative AI and OTA updates means the assistant will continue to evolve, with enhanced functionality added over time. The company says the system is designed to make driving more convenient, intuitive, and enjoyable.