Wright: Don’t Blame AI for BMW Snafu

Jun. 22, 2026 | |

BMW Toronto made headlines this month for honoring its AI chatbot’s overly generous offer for a customer-owned X3. Ian Wright says blame for the $7,000 error should go to misplaced trust in the technology.

In his latest report for CarBuzz, Wright digs into the details of a story that has made the chatbot, “Quinn,” infamous in retail circles.

Ultimately, it’s an example of the “magical thinking” that has led many to believe that, for better or worse, AI is poised to replace dealership employees, he writes.

“Dealerships have had a problem with how they’re perceived for a long time, and treating a customer as something to be dealt with by a bot does not help the industry — whether prompted by a human or not.”

Read more at CarBuzz