Automakers are rolling out a new generation of in-car AI assistants, and this time they’ll be good

The automotive industry is rapidly deploying generative AI-powered voice assistants in vehicles, despite historical consumer skepticism about in-car voice technology.

Current state of vehicle voice assistants: Traditional car voice assistants have frustrated drivers with frequent misunderstandings and interruptions, leading many consumers to abandon their use.

• Drivers report issues such as assistants activating during conversations and misinterpreting commands while driving
• Current systems often require drivers to use specific command phrases rather than natural language
• Multiple voice assistants in the same vehicle (Google Assistant, Alexa, Siri) create confusion about which commands work with which system

New AI developments: Major automakers are implementing generative AI technology like ChatGPT to create more sophisticated and conversational vehicle assistants.

• Sony and Honda’s Afeela 1 EV features a “Personal Agent” designed for natural conversation and proactive suggestions
• BMW is integrating an advanced version of Amazon Alexa powered by large language models
• Cerence, a leading vehicle voice assistant provider, is developing ChatGPT-powered systems using Microsoft’s technology
• Nvidia and Qualcomm are creating new chips for offline AI voice processing

Enhanced capabilities: Next-generation AI assistants aim to handle more complex, context-aware tasks through natural conversation.

• Systems can process multiple requests in a single command
• AI assistants can combine schedule, location, and traffic data to answer queries like “Do I have time to stop at Starbucks?”
• Features include proactive suggestions and personalized interactions based on user patterns
• Temperature control and other vehicle functions can be scheduled through conversational commands

Privacy and accuracy concerns: The deployment of AI assistants raises questions about data protection and reliability.

• Automakers must address concerns about collecting and storing personal user data
• Volkswagen has pledged that its ChatGPT assistant won’t retain conversation data
• Users express skepticism about AI systems’ tendency to occasionally provide inaccurate information
• The auto industry’s track record with consumer data protection adds to privacy concerns

Consumer adoption challenges: Success of new AI assistants depends on overcoming negative perceptions from previous experiences.

• JD Power research indicates widespread abandonment of existing vehicle voice assistants
• Automakers need to convince skeptical consumers of the value proposition
• Multiple competing assistants in vehicles create user confusion
• Integration with smartphones and existing voice assistants remains fragmented

Looking ahead: The effectiveness of generative AI in vehicles will depend on delivering practical benefits that enhance the driving experience without creating new frustrations or safety concerns. The technology shows promise for simplifying complex tasks, but automakers must prioritize reliability and user experience to avoid repeating past mistakes with voice assistance technology.