Car manufacturers are integrating advanced AI-powered voice assistants into new models, but not solely to enhance convenience or improve ownership experience.
These assistants also serve as a channel for selling software and subscriptions, boosting profitability.
AI models have made in-car voice assistants more intuitive, enabling them to use driver and vehicle data to make recommendations.
For example, they might suggest when to schedule maintenance or when to stop for coffee.
GM's AI Ambitions
General Motors is eager to use AI assistants to boost its bottom line.
It recently introduced Google's Gemini AI assistant and is developing its own system using an in-house AI model.
This custom-built assistant will work seamlessly in GM vehicles and anticipate drivers' needs.
GM aims to increase revenue from software and subscription services, currently on pace to hit $10.5 billion this year, according to Auto News.
Why AI Assistants Matter
"A generic chatbot knows information," said Paul Waatti, director of industry analysis at AutoPacific.
"A properly integrated automotive assistant can know the state of the vehicle, its state of charge, tire pressure, route, HVAC settings, maintenance status, Super Cruise availability and eventually a much deeper set of vehicle functions."
Stephanie Brinley from Mobility Global believes AI assistants could influence car purchases over the coming decade.
She also thinks the friendlier these systems are, the more people will use them, making them more open to buying services or subscriptions.
"The root of this is trying to create services that customers will buy," Brinley noted.
"The easier it is and the more friendly and natural it is, the assumption is people will use it more.
And that's probably an accurate assumption."
