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AI Is Driving the Conversation in Automobiles

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The evolving connected automotive industry is contributing to the growth of voice assistant platforms, with consumers seeking more accurate and reliable voice recognition and contextual use case solutions for their in-car experiences, according to the latest research from SAR Insight & Consulting.

Largely driven by the increased adoption of voice in the home and on mobile platforms, automotive is becoming the next exciting market for embedded voice artificial intelligence platforms, according to SAR's report

Various companies across the ecosystem are designing and deploying the latest core artificial intelligence, natural language understanding, and automatic speech recognition innovation based on machine learning models to provide advanced voice assistant systems within the vehicle, which subsequently provides greater access to information, entertainment, and vehicle performance and safety, it said.

The report signals the significant role of voice assistant platforms within the automotive space. This technology is becoming a standard user interface feature, with expanding and real-time use case applications. Several technology developments from multiple assistants running simultaneously, and enhanced voice communication, to retail transactions, biometric authentication and predictive conversational AI are all contributing to the competitive growth of this important feature.

SAR estimates that more than 40 percent of new vehicles produced will have voice assistant platforms in 2021, but it expects that to increase to 78 percent by 2026. These vehicles will be equipped with the latest embedded solutions encompassing proprietary branded and white-label solutions to offset the growth of smartphone mirroring and dashboard devices.

Conversational AI is the next wave of driver and passenger experience. Advances in artificial intelligence and natural language processing will help improve the responsiveness, intuition, and comprehension of AI assistants, making them more reliable and accurate, Dennis Goldenson, director of automotive and emerging technologies at SAR Insight & Consulting, said. "This can involve remembering established preferences and patterns, accurately understanding the context of questions, and responding to questions more efficiently."

The pace of innovation within the automotive industry, from electric engines to self-driving vehicles, is opening exciting opportunities for new digital cockpit features such as voice assistant platforms to transform and optimize the in-car experience. These systems are now creating a unique value proposition and increasing market size opportunity and expansion, according to SAR.

An increasing number of strategic partnerships between automotive and technology manufacturers is also leading to increasing market size opportunities, the research found.

According to SAR, leading technology companies Alango, Amazon, Apple, Baidu, Cerence, DSP Concepts, Google, Harman, Infineon, Knowles, Nvidia, QNX, Qualcomm, Sensory, SoundHound, and others, are developing enabling technologies to support voice activation within the automotive market.

"There are various opportunities to tap into the automotive voice assistant platform market, and it is really exciting to see how the automotive industry is embracing new technology features and components to drive increased value across the ecosystem," Goldenson said.

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