In the competitive automotive industry, companies are investing heavily in AI, from autonomous driving to intelligent infotainment systems and digital CX solutions. While many focus on integrating AI into vehicles or chatbots, Chery, the parent company of OMODA&JAECOO, has taken a significant leap by introducing the AiMOGA Robot, a humanoid AI deployed directly in showrooms. This move represents a major shift in automotive customer experience, bringing AI out of the vehicle and into the physical space where customers interact with the brand.

The AiMOGA Robot operates as a customer-facing agent, combining automation, natural language interaction, and real-world presence. This provides an opportunity to observe how AI can be applied to human-centered customer experiences in a physical setting.

Deployment in dealership environments

AiMOGA has been deployed at the OMODA C5 JOYSTAR 4S dealership in Kuala Lumpur, Malaysia. Its role includes:

• Greeting and guiding visitors
  

• Providing detailed information on vehicle models
  

• Offering personalized recommendations
  

• Conducting walk-around demonstrations
  

• Assisting with test-drive bookings and other service tasks

By integrating physical presence with AI-driven knowledge, AiMOGA allows dealerships to deliver consistent, standardized, and contextually relevant customer experiences, while potentially freeing human staff to focus on higher-value interactions.

Customer experience implications in automotive retail

From a CX perspective, AiMOGA highlights several trends relevant to automotive retail:

1. Physical AI presence – Unlike chatbots, AiMOGA can respond to gestures, navigate the showroom, and provide demonstrations, allowing a more interactive experience.

2. CRM-integrated personalization – Access to dealer CRM systems allows the robot to tailor conversations to individual customer profiles, providing data-driven engagement.

3. Multilingual capabilities – Multilingual interaction supports diverse customer demographics, enabling consistent communication across different markets.

4. Operational reliability – Standardized responses and scenario-based programming ensure repeatable quality of service across multiple locations.

These points illustrate how humanoid AI can augment dealership operations, improve consistency, and enhance overall customer satisfaction.

Scenario-defined design for automotive applications

AiMOGA has been designed using a scenario-defined technology approach, focusing on practical deployment in dealership environments rather than purely technical demonstration. Its specifications include:

• 41 degrees of freedom for natural motion  

• Walking speed of 1 meter per second for smooth navigation
  

• Integration with CheryGPT and DeepSeek language models for conversational intelligence
  

• Real-time access to CRM and sales data

The project originated from Mornine, OMODA’s digital avatar, which was used in online campaigns to engage younger audiences. AiMOGA brings this digital persona into the physical world, providing:

• Personalized consultations and recommendations  

• Walk-around demonstrations
  

• Context-aware, CRM-informed dialogue

Deployment in Hongkong and Malaysia allows Chery to test and refine both technical performance and real-world customer interactions, ensuring the solution is practical for automotive retail operations.

Conclusion: Implications for the automotive industry

AiMOGA represents a new approach to dealership automation and customer experience in the automotive sector. Its integration of AI into physical showrooms offers several potential advantages:

• Extending customer engagement beyond digital interfaces into real-world interactions  

• Delivering personalized, data-driven experiences using CRM integration
  

• Reducing variability and enhancing operational consistency in multi-location dealerships
  

• Complementing human staff by handling repetitive or information-heavy tasks

For automotive companies, AiMOGA illustrates how humanoid AI can be used to enhance the dealership experience, not just as a technological showcase but as a tool for improving customer satisfaction, engagement, and operational efficiency.

The project demonstrates that AI in automotive retail is moving beyond vehicles and digital interfaces, showing the potential of combining physical presence, intelligent interaction, and data-driven personalization to redefine the way customers experience a brand.

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