Investing.com-- BMW (ETR: BMWG ) plans to integrate artificial intelligence developed by DeepSeek in its new models in China later this year, CEO Oliver Zipse said at the Shanghai auto show on Wednesday.

Zipse said BMW was strengthening its “AI partnerships” for integration into its vehicles in China, according to comments carried by Reuters. It was not immediately clear to what extent BMW will integrate AI models- in smart driving features, driver support, or even safety features.

Zipse’s comments come amid growing focus on AI applications in self-driving vehicles, with several Chinese electric vehicle manufacturers having recently outlined plans for such features in their models. EV major Tesla (NASDAQ: TSLA ) has also flagged autonomous vehicles as its next leg of growth.

China’s AI capabilities also gained greater focus after the release of DeepSeek’s R1 model earlier this year, which showed that Beijing still remained competitive in AI despite a lack of access to the most advanced AI chips.

China has strict rules regarding AI and data security, and requires foreign companies to partner with local businesses in order to comply with data and cybersecurity laws. Apple (NASDAQ: AAPL ) was recently seen entering partnerships with several internet giants, including Alibaba (NYSE: BABA ), to release AI features on its devices in China.