7 Ways the Auto Industry is Continuing to Innovate with Voice AI

Mercedes-Benz is continuously looking for ways to make their customers feel more connected to everything both inside and outside the car. They are looking at the future the same way they look at innovation today, from the lens of their customers.

#2 How we find each other and navigate the world is changing

One theme echoed from presenter to presenter: We must look at how people are using voice AI in-car now to determine how to improve the experience in the future. Since navigation always tops the list of use cases, What3Words has set out to improve the experience and eliminate the confusion between streets in close proximity with names that sound alike or are actually alike or common (such as Church Street in England). 

As an innovator in the voice navigation space, What3Words has created a naming convention that makes every destination identifiable by just three short, simple words.

In response to the ambiguities of some locations, What3Words has made the imprecise precise. and according to Tom, the entire system was designed to improve voice user interfaces in cars.

#3 Content is still king

The adage, “Content is king,” may be old, but the sentiment has never been more relevant when it comes to creating exceptional user experiences inside the car. Besides navigation, music is one of the top 5 voice use cases in cars. Content providers looking to stay relevant are seeking partnerships with independent voice AI platforms and large manufacturers to include their offerings in hybrid and cloud-enabled voice assistants in cars and other consumer products.

During Voice of the Car Summit, John Vermeer the senior vice president of business development and partnerships at iHeartMedia, made it clear that iHeartMedia is aggressively entering the connected car space to bring its simulcast AM/FM broadcast stations and podcasts to the voice-first environment.

He also reiterated something we at SoundHound Inc. have been saying, that voice-first doesn’t mean voice only. Consumers see voice as an augmentation, not a replacement.

Michele Laven, president of strategic partnerships and iHeartMedia, mentioned the opportunities for brands to learn more about their customers and use that information to create greater personalization.

#4 Innovate. Innovate. Innovate. But don’t forget the basics

Brands, engineers, designers, and thought leaders all know the promise and potential of a voice-first world. They understand the benefits of voice user interfaces and are already looking far down the road at how voice assistants will continue to change the ways in which we interact with products and services. Above all, it’s important to be acutely aware of who your customers are and what they expect. 

Laura Rosenbaum, voice interaction designer at General Motors talked about how easy it is to get carried away by the possibilities and forget to focus on making today’s customer experiences the best they can be.

During her presentation, she reminded us that customers are loyal as long as brands continue to provide the products and services that make their lives easier and more convenient.

#5 Enhance brand loyalty with a customized voice assistant

The car is a domain that people are going to be spending a lot of time in. In fact, we already do spend a lot of time in our cars. According to research from the AAA Foundation for Traffic Safety, Americans spend 70 billion hours behind the wheel a year, and that’s growing year over year. This fact is not lost on auto manufacturers who have been designing cars for increasing comfort and convenience for many years. 

Using the home living room as a model of what people do in living spaces, car manufacturers are adding the convenience of voice user interfaces to do everything from rolling down the windows to ordering a pizza or paying for gas before arriving at the pump. At the Voice of the Car Summit, voice-first expert and futurist Brian Roemmele had advice and a warning for car manufacturers:

#6 Design. Test. Collect data. Iterate. Repeat.

Knowing your users and what they expect from your products is a process. It can begin with market data and teaming up with your marketing teams to understand your audience personas. But it shouldn’t end there. Knowing who is using your product, how they are using it, where they are hitting roadblocks and frustrations, and then iterating to address those needs and desires is key to implementing a successful voice-first strategy.

Brandon Kaplan, CEO of voice agency Skilled Creative, understands the importance of listening to your voice assistant through the ears of your customers.

He suggests that auto brands sit back and ask themselves a few key questions before embarking on the design and implementation of a voice assistant for their cars.

• “What’s the motivation for someone to interact with your voice experience” 
• “What are the unique touchpoints that are the voice of the car?”

He also knows that some of the best consumer research is available from the user data brands collect, making ownership of your own voice experience essential to providing better experiences. 

#7 Voice isn’t a 5-year project. It’s happening now!

Pushing the voice agenda forward now puts the customer’s needs and desires first by providing the best experiences for cars in all classes, not just premium vehicles. Acknowledging the importance of a hands-free driving experience for both convenience and safety is key for auto makers hoping to remain relevant, as consumers increasingly interact with products through voice in all aspects of their lives.

Our VP of product marketing, Mike Zagorsek, reminded audiences that when we talk about connected cars, we are really talking about an integrated experience for users and an opportunity for auto brands to differentiate themselves from the competition.