Bets Made on AI to Revolutionize Infotainment

Paul Myles

TU-Editor

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16th January 2020

Huge investment in AI and machine learning could see in-car infotainment systems’ personal assistant technology revolutionized in the next five years.

That’s the opinion of analysts from Frost & Sullivan who claim this investment could create new opportunities for consumer engagement for automakers and infotainment service providers. engagement services. A study by the firm suggests that, at present, personal assistants are limited to delivering navigation and entertainment services to enhance users’ multimedia experience. However, future applications could also be used to focus on more critical areas such as the safety and security of the vehicle and the driver.

The study, Strategic Analysis of Automotive Digital Assistants, Forecast to 2025, considers the competitive landscape, business models, and future focus areas of carmakers, digital assistant suppliers and technology companies. It examines the trends in AI integration and voice biometrics. It also looks at the different strategies adopted by automakers, Tier 1 suppliers and technology start-ups in North America, Europe and China.

It suggests that for greater growth opportunities, digital assistant companies are likely to:

• Employ a hybrid approach with a mix of embedded solutions and cloud-based services;
• Apply concepts, like AR and Marketplace, to contextual services in partnership with merchants and platform providers to extend a personalized service to the vehicle;
• Use cloud platform capabilities such as AI and machine learning to offer compelling features that remain a challenge to replicate on the premises;
• Ensure data privacy and protect automotive data stored in AI systems.

Anubhav Grover, Frost & Sullivan’s research analyst, mobility, said: “OEM-branded digital assistants will help automakers strengthen their brand and convert one-time sales into continual service-centric relationships. OEMs are aiming to create their own branded digital assistants that will co-exist and integrate with third-party and tech-branded digital assistants. BMW has already launched its own Intelligent Personal Assistant (IPA), which uses Alexa to access Amazon’s e-commerce and Cortana for Microsoft Office.”

“North America is expected to continue leading the adoption of digital assistant solutions. Meanwhile, with higher penetration of long-term evolution and greater production capacity in China, Asia-Pacific is expected to be a growth hub for OEMs. Digital assistant developers are increasingly building strategic partnerships with telecom providers and communication module makers to enhance on-road safety and in-vehicle data-rich services. Flexible business models such as ‘choice of network’ for consumers will further improve customer retention and revenue generation.”

— Paul Myles is a seasoned automotive journalist based in London. Follow him on Twitter @Paulmyles_