General Motors AI | One View of the Customer
GM partnered with IBM Consulting to design and deploy the One View of the Customer (OVOC) AI platform—modernizing customer data management and powering personalized engagement at scale.
Company
IBM Consulting
Industry
Automotive
Role
Client Program Lead
Executive Design Director
Design Team Leader
Responsibilities
Defined the design vision for GM’s unified, AI-driven customer experience.
Translated business needs into a cohesive design strategy for the OVOC platform.
Oversaw UX for high-value use cases like Super Cruise and Real-Time Route Monitoring.
Drove stakeholder alignment across GM units and embedded human-centered design.
Accelerated delivery with agile design practices to speed prototyping and launch.
✏️ Business Challenge
✍️ The Solution
How might we unify and modernize customer data into a single AI-powered view that enables personalized, scalable engagement across the GM customer journey?
Unified Customer Data and Developed an AI Decisioning Engine That Enables Personalized, Connected Vehicle Experiences
One View of the Customer Platform (OVOC)
The OVOC Platform is a modern information and data architecture solution which creates customer-centric event data to deliver personalized, timely, compelling and frictionless customer experiences
GM needed a customer-centric approach to capture, quantify, and prioritize the demand set out through the OVOC initiative. They needed to identify the link between their user behaviors and business value by hypothesizing solutions, laying the groundwork to validate and achieve desired business outcomes.
66 Participants, 20 Workshops, 28 Validation Sessions, 114 Use Cases Developed, 5 Validated CX Use Cases, 4 Prototypes, 4 Future State Journeys, 15 Marketing LTV Use Cases Developed
Four Unique Experiences, One View
Global Connected Services (GCS)
Real-time Route Monitoring and Alerts
A GM vehicle owner needs a way to set up monitored routes for other drivers (either in the owner's vehicle or in another GM vehicle) while driving to a pre-determined destination and be alerted when something changes on their route, or they do not arrive when expected. GM can drive profit by increasing trial conversion or reducing subscription churn by increasing utility and loyalty.
In-Market Enhancements (IME)
Personalized OTA Vehicle Enhancements
An existing GM Customer needs to know about ways to improve their vehicle through OTA updates that match their preferences and driving habits, so they can increase their vehicle performance, overall vehicle personalization, and help GM drive increased revenue through new subscription offerings as well as up-sell and re-sell to other existing users.
Customer Care & Afterparts (CCA)
Personalized Service Action Recommendations
An existing GM Customer needs to know about ways to improve their vehicle through OTA updates that match their preferences and driving habits, so they can increase their vehicle performance, overall vehicle personalization, and help GM drive increased revenue through new subscription offerings as well as up-sell and re-sell to other existing users.
eCommerce
Vehicle-Based Part Recommendations
An existing GM customer needs to know what additional parts they may need to complete a repair on their vehicle and get recommendations based on their vehicle information to spend less time searching for the correct part and pick up any of the additional parts they may need. This effort would improve their overall browsing experience and help GM increase revenue through improving B2C online part conversion rates and drive average order value through an increase in cart size.
Global Connected Services (GCS) Real-time Route Monitoring and Alerts from IBM + GM OVOC Program added as featured capability to latest release of OnStar Guardian App
Extending OnStar’s trusted safety beyond the driver’s seat, GM’s connected trip monitoring enables owners to track trip progress, receive real-time alerts, and ensure peace of mind for family and loved ones—whether they’re in their own vehicle or another GM car.
