Reclaiming the Cockpit : How Voice Generative AI Creates

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      <subfield code="a">While automakers have historically owned the entire driver experience, the past decade has seen a steady erosion of this relationship as third-party tech providers particularly Apple and Google  have encroached on this primacy. This shift hasn't just changed how drivers interact with their vehicles; it has fundamentally altered (and threatened) the strategic position of automakers in relation to their customers. This includes who has access to your customer data, the ability to own your brand (not having hey Siri or hey Google in your cockpit), your ability to differentiate, and your freedom to customize your vehicle's experience to your needs and those of your customers. However, the emergence of generative AI, combined with AI voice assistants -which together we call voice generative AI (VGAI)  presents an unprecedented opportunity for automakers to exploit their natural advantages. For example, by offering features and capabilities that are impossible for device-based assistants, from predictive maintenance alerts delivered through natural conversation to deeply personalized driving experiences that adapt to individual preferences and patterns</subfield>
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