This technology is currently being used by BMW to field questions about its new electric car, the i3. BMW UK marketing director Chris Brownridge has found the system uncannily human in its responses. “BMW I Genius is capable of understanding each question and responding accurately every time as if you were talking to an expert from the company,” he said. “The system operates around the clock, allowing the consumer to ask any question relating to the “i” cars but without the hassle of having to pick up the phone or go into a dealership.”