No doubt: Power shift in the automotive sector is there to happen and we can´t stop it. If ever there was an industry ripe for disruption, the automotive industry is. Adopting innovative technologies like Artificial Intelligence (A.I.) and recognition abilities at an early stage will play an integral part in managing the turbulent times ahead.
Worldwide, cars lose their prestige factor and consumer mobility behaviour is changing. Statistics show that vehicle unit sales are expected to grow at a lower rate, there is a shift toward shared mobility and more service oriented offerings.
This new trend creates numerous new automotive business models: Services that have the potential of leading the automotive industry into a new era. New players with specific customer oriented offerings are crowding into the market. They evolve around terms like “car sharing”, “mobility as a service”, “connected car”, and many more.
Also, the numerous challenges around the topic “autonomous driving” are coming up as “yet to be solved”.
The traditional market players should be aware of the fact that the new developments will influence their industry as a whole. The disruption will affect not only product development. It will also turn aspects like engineering, security, partnerships, marketing and customer communication upside down. To make a long story short: The mobility industry landscape will become more complex and diversified. Smart, customer centric business models will survive. Those who own the technologies that are required to make the new offerings work, will act as car manufacturers, service providers, as well as technology sellers to the whole industry.
The technological advantage will secure or advance market positions
Technological innovations play a major role in leading the industry through these exciting disruptive developments. Smart strategies to implement these into new and existing offerings can secure top market positions. Clearly, Artificial Intelligence (A.I.) – often connected to cameras as sensors – will be the final answer to the in vehicle human-machine –interface (HMI). Apart from that they will also detect objects of all kinds inside and around the car as well as observe and authenticate drivers.
Here is a short overview of use case scenarios:
Video-based A.I. technologies have the potential to:
- create digital identities
Cameras can recognize drivers thus making sure that only authorized persons get access to cars. This is important information for insurance companies or simply for parents – preventing kids from “borrowing” dad´s car for a short spin with their friends. Video authentication also works well in shared car environments. Innovative A.I. recognition providers already provide full data privacy solutions: they do not store entire pictures or video streams of faces or bodies; instead they only store specific pixels of the face which cannot be reproduced when a database is being hacked or stolen.
- enable a truly personalized driving experience
Cameras that are equipped with adaptive (A.I.) recognition systems will autonomously detect a person´s emotions, gestures and body movements thus optimizing ADAS (Advanced Driver Assistance Systems). These new capabilities are the prerequisite for a true service experience in the car. They can trigger automatic seat positioning and air condition preferences once the driver has taken seat behind the steering wheel. Based on specific parameters like time and day or other criteria they can choose the right radio station. Sophisticated adaptive systems will get smarter and adapt to personal habits and requirements over time without any feedback from the driver needed.
- deliver an experience of safety
Intelligent video recognition can give the comforting feeling that the car thinks for its user. For example, advanced systems can see if a person should better call a taxi than drive, they can issue a warning if items on the rear seat are not properly fixed. Also, they can evaluate his focus on driving by identifying the driver´s line of sight. And last, but not least, they can evaluate various environment parameters inside and outside the car and warn drivers to slow down or stop the car.
- collaborate across digital industries
Offerings like “fit-for-purpose” mobility solutions, mobility as a service (MaaS) are on the rise. Developments in autonomous driving, V2X (vehicle to everything) and smart cities requirements will create an abundance of new digital offerings. The new players on the automotive market will start as niche players and become successful through their ability to respond to actual customer requirements. Many of these will connect various services thus responding to specific target groups and their everyday needs. Video based artificial intelligence recognition systems can improve the user experience, for example through a unified registration and authentication processes.
In an era of disruption that has already begun, A.I. will be THE technology to guide the automotive industry through the next years. The challenge will be to realize the full potential of HMI “Human Machine Interface” – understand what elements companies can apply immediately and which ones represent a good investment into the future of driving.