New General Motors app lets you order and shop from your vehicle

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The service uses machine learning to identify when the most opportune time is for a company to advertise their goods and services to the driver.

Launched today, the GM Marketplace will initially be available to owners of 2017 and 2018 GM-branded vehicles with 4G LTE and compatible infotainment systems. The service is launching with a variety of partner companies, including: GM, Starbucks, Dunkin' Donuts, Wingstop, TGI Friday's, Shell, ExxonMobil, Priceline.com, Parkopedia, Applebee's, IHOP, and delivery.com.

Marketplace is a commerce platform that gives drivers the opportunity to more safely interact with some of their favorite brands from the comfort of their vehicle. In fact, Shell's service will let you pay for fuel from within your vehicle.

GM's Marketplace technologywill be uploaded automatically to about 1.9 million model-years 2017.

"There's nothing about this that's safe", National Safety Council President Deborah Hersman told Automotive News. Given the size of GM and the number of GM cars on the road, we can see several other companies getting on board.

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GM itself is also a vendor.

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GM, however, says Marketplace is created to be a safer alternative to placing mobile orders with phones. Jalopnik has reached out to Iyer for more details, and will update if we hear back.

Marketplace is the first in a slate of new "personalization" features the company plans to roll out in the next 12 to 18 months to almost four million USA drivers, according to Santiago Chamorro, vice president for GM's global connected customer experience.

The commerce platform uses real-time interaction data-think the location of the vehicle, time of day, and the driver's established digital relationship with merchants like Starbucks-to offer highly personalized experiences.

Whether that means "while driving" from one place to another but during stops on that trip, or whether it actually means "while driving", GM didn't specify. He sails through the drive-through - he has to say his name at the speaker so the Dunkin' employees know it's the weird guy who bought his coffee with his vehicle, but GM doesn't show that part - grabs his "my morning coffee, hot coffee", and off he goes, excited to use those 25 seconds he saved by using GM's in-car technology to, I don't know, browse Twitter?

Other than the card information, though, all of the features in the promotional video look like stuff drivers can do by other means while driving. "Marketplace will be much different".

As someone with a 2012 vehicle that refuses to let her (or a passenger) sync a phone to its Bluetooth system while the auto is in motion, this is all rather perplexing.

Wingstop will allow you to skip the wait by re-ordering your favorites and paying ahead, so you can get home in time for the big game.

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