A new report from Frost & Sullivan suggests AI-powered in-car assistants are evolving into more sophisticated systems capable of anticipating driver needs, providing personalized recommendations and managing connected services.
Rather than simply responding to voice commands, emerging assistants are being designed to connect navigation, entertainment and vehicle functions through more natural interactions.
For dealerships, these developments could introduce additional considerations when explaining vehicle technology, connected features and ongoing subscription costs to customers.
The research evaluates nine technology providers, including Google, Amazon, Apple, Microsoft, OpenAI, Cerence AI, SoundHound AI, Perplexity and iNAGO.
It also highlights the growing importance of data security, vehicle integration and collaboration between automakers and technology companies as these systems become more advanced.