What’s on the Horizon for In-Car Voice Experiences?

The most highly-rated, top-of-the-line cars used to be those with the most horsepower, best engine performance, and attractive body styles. More recently, the quality of in-car experiences—powered by advanced software systems—that create easy, pleasant, and relaxing user experiences is driving the demand for connected, voice-enabled cars. While buyers are still concerned with the outside appeal of a new car, instead of looking under the hood they are examining the options for convenient, hands-free, and frictionless in-car infotainment experiences from every seat inside the cab.

According to Voicebot.ai’s annual In-Car Voice Assistant Consumer Adoption Report, the total in-car user base reached 124.8 million in 2022—38% larger than the user base for smart speakers. Drivers and passengers’ need for efficient, accurate, and hands-free access to the internet, entertainment, in-car features, food ordering, reservations, and payments is increasingly growing. Auto manufacturers have recognized this market opportunity and are looking for ways to get to market faster with a voice assistant that helps grow their brand and vehicle purchases.

When differentiation is the key to attracting more drivers to your brand, implementing a voice assistant that’s customized for your vehicle and designed with your users’ most likely use cases in mind not only answers the demand for hands-free access today but allows your brand to extend the voice experience as technology and opportunities continue to evolve. Built on an independent conversational AI platform, auto OEMs can begin the voice-first journey by including content domains specifically designed for the in-car experience, customized in-car controls, and a variety of features and functionality that will be unique to your in-car experience—fostering brand loyalty, recognition, and affinity.

Here are 4 ways voice assistants are taking the driving experience to the next level:

1. Restaurant ordering
2. Proactive suggestions
3. Smart home technology
4. Domains

1. In-car restaurant ordering delights drivers and passengers

The future of conversational AI is expanding capabilities beyond commonly asked queries, such as checking the time or weather, playing music, setting timers, getting directions, and rolling up and down the windows. Instead, drivers and passengers will find delight and engagement when interactive experiences help them satisfy their needs. 

Auto manufacturers with voice assistants built on independent conversational AI platforms will have more opportunities for monetization through partnerships with other businesses, such as restaurants that would allow their users to order food while keeping their hands on the wheel and eyes on the road.

A fast and accurate voice assistant will give drivers the freedom to get restaurant and menu information without the need to access their mobile phones or stop the car to place an order. With conversational AI, drivers and passengers can ask for what they want, even if they don’t know what it is called or where it is on the menu. 

Advanced conversational assistants that can understand complex and compound queries and context will create interactions that are less distracting. Conversely, poor voice interfaces may cause the driver to look at the screen to determine where their speech-to-text has gone wrong—creating unnecessary distractions and frustration when they have to repeat themselves to be understood. 

Here are some examples of queries: 

• “Find me a pizza place with more than 4 stars, that is open past 8, and has gluten-free crust.” 
• “I would like french fries, a cheeseburger with onions but no pickles, and a strawberry milkshake. Wait, add tomatoes.” 
• “Deliver yellow curry with chicken and medium spice and a side of rice to my house at 6:30 pm.” 

Auto manufacturers that broaden their voice assistant’s abilities beyond entertainment, information, and car functionality will be rewarded with brand loyalty and affinity. OEMs have the chance to surprise and delight users with a superior experience through new partnerships and use cases. 

2. Proactive voice suggestions foster brand affinity

Humans love routines, and most users get in the habit of asking their voice assistant the same types of questions and commands without realizing the real value they can provide beyond setting a timer. Improving user engagement and widening use cases accessed by your customers requires a strategic and well-executed onboarding and education program. 

In the future, voice assistants will learn user preferences and be able to suggest next steps, additional services, and even buying opportunities. As early adopters of conversational AI technology, auto manufacturers are well-positioned to be at the forefront of a new era of voice experiences where proactive suggestions are based on opted-in search history and preferences.

Drivers are often focused on staying safe, getting to their destination, or enjoying their in-car entertainment. By providing helpful and relevant suggestions, they would discover the true worth of an in-car voice assistant, gain trust, and expand their use cases, naturally. Brand affinity is achieved when customers get so used to having a voice assistant that they can’t imagine life without one and seek the same experience the next time they need to buy a car.