The Future of AI in Cars: Insights from Industry Leaders
Industry executives from Google, General Motors, and Dolby Laboratories expressed their vision for the future of automobiles on March 12 during a panel at SXSW 2025 in Austin, Texas. They foresee personal vehicles evolving into advanced technological platforms, functioning similarly to smartphones. According to them, these vehicles will not only serve entertainment purposes but will also enhance productivity and ensure driver safety.
The panelists detailed a future where cars become smarter and more personalized, featuring movie screens, tools for productivity like Teams and Slack, videoconferencing capabilities through platforms like Zoom, customized music arrangements for different seating areas, and even gaming functionalities. This shift indicates a significant leap in how automobiles will interface with technology.
Data from PYMNTS Intelligence reveals that a substantial majority of car manufacturers—about 75%—plan to incorporate artificial intelligence into their vehicles within the current year. The executives stated that many of these advancements are already being implemented.
Innovative Features in Development
Among the developments highlighted, Google Assistant for Android Auto is employing large language models to provide hands-free assistance for drivers. Gretchen Effgen, Director of Global Automotive Partnerships at Google, indicated that this will allow users to access vehicle information using just their voice.
Alan Wexler, Senior Vice President at GM, showcased the company’s Super Cruise system, which facilitates hands-free driving across over 750,000 miles of GPS-enabled roads in the United States. He claimed that vehicles equipped with Super Cruise technology have successfully logged over 280 million miles, allowing drivers to remain relaxed while maintaining oversight of their surroundings. Wexler emphasized, ‘Super Cruise takes the stress out of driving.’ This system includes eye-tracking technology to ensure drivers stay alert even when their hands are not on the steering wheel.
As these innovations come forward, many of them may necessitate subscription fees. GM anticipates receiving approximately $25 billion annually in subscription revenue by 2030. Wexler noted that consumers have a choice to subscribe or not, based on their interest levels.
The discussion primarily focused on enhancing in-car features rather than developing fully autonomous vehicles. Wexler confirmed that GM has ceased its efforts to develop robotaxis, having shut down its Cruise division, following several challenges in making the technology viable.
Collaboration with Dolby Atmos
Pankaj Kedia, Vice President at Dolby Laboratories, shared insights on a partnership with GM aimed at integrating Dolby Atmos into the Cadillac electric vehicle 2026 lineup. Kedia described Dolby Atmos as an immersive audio technology that creates a 360-degree sound experience, which enhances the in-car environment.
The Cadillac Optiq will feature a Dolby Atmos system comprising 19 speakers, while the upcoming Celestiq model will offer 23 speakers for an even more sophisticated audio experience. Kedia remarked, ‘You have ceilings to leverage space to really get this experience that the artist intended for you.’ This innovation aims to create a studio-like audio environment within vehicles.
Addressing Industry Concerns
During the discussion, the panel also addressed significant concerns regarding technology’s impact on driving, including potential distractions, data privacy, and subscription services. Wexler reaffirmed GM’s commitment to safety by conducting extensive research and utilizing telemetry data to understand driver interactions with various features. He mentioned that most data collected is anonymized and designed to enhance safety and user experiences.
As vehicles transition into highly connected digital platforms, panelists acknowledged the ongoing challenge of balancing innovation with safety, privacy, and user experience. While the race toward fully autonomous vehicles continues, the transformation of traditional cars into smart, communicative systems is well underway.
Photo: From left, moderator Rebecca Bellan from TechCrunch, Pankaj Kedia from Dolby, Gretchen Effgen from Google, Alan Wexler from GM.
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