Summary
- Car companies are investing heavily in AI for future automotive features
- Companies struggle to explain the benefits of AI in cars
- ChatGPT integration in cars lacks clear utility
- AI can be more beneficial in autonomous and driver-assistance systems
- Mercedes’ Conversational Navigation feature is a promising example of AI application in cars
Article
Most car companies are struggling with software in their vehicles, with the central stack being far behind smartphone-grade technology. However, they recognize that software leadership is essential for the future of automotive features and are investing in artificial intelligence (AI). AI was a major focus at CES, with companies hinting that AI will eventually be integrated into cars. The challenge lies in explaining the practical benefits of AI in cars, with many companies still figuring out how to make it valuable to consumers.
Several car manufacturers, including BMW, Honda, Volkswagen, and Sony-Honda Mobility, are incorporating AI features into their vehicles. The AI functions are expected to be conversational, personalized, and provide recommendations for various activities. However, the actual value of these features to consumers is still being determined. Examples such as ChatGPT in Mercedes and Volkswagen cars and Sony-Honda Mobility’s Afeela show that there is still room for improvement in making AI in cars truly useful and relevant to drivers.
While car companies are touting AI as a key feature in their vehicles, the practical applications of AI in cars are not entirely clear. Companies like BMW and Mercedes are focusing on personalizing the driving experience through AI, but critics argue that the customization options may not offer significant benefits beyond what is already available in cars with manual settings. Additionally, companies like Faraday Future are using AI language to demonstrate technological orientation without focusing on tangible value additions for consumers.
The true potential of AI in cars lies in autonomy and driver-assistance systems, where AI can provide real value to drivers. Automakers are increasingly relying on AI to power features like Level 2 plus systems, which enhance highway driving and offer improved safety and usability. While consumer interest in AI-powered voice assistants may be low, the technology can drive advantages in areas such as car design, manufacturing, aerodynamics, and crash testing. AI has the potential to revolutionize the auto industry, but companies must focus on solving existing consumer problems to make AI truly transformative.
Mercedes’s Gemini integration could be a groundbreaking example of how AI in cars can be genuinely useful. The “Conversational Navigation” feature promises to solve complex queries such as finding a restaurant near a charging station with specific dietary options. This type of practical solution that leverages AI to solve real problems is where the true potential of AI in cars lies. While some companies are still struggling to make AI in cars relevant and valuable to customers, examples like Mercedes’s AI-powered navigational feature show the potential for AI to enhance the driving experience in a meaningful way. Ultimately, the success of AI in cars will depend on its ability to address real consumer needs and provide solutions that are genuinely beneficial.
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