By Swarup Mandal, Automotive Head, Wipro Engineering Edge
We all remember the Jetson’s Flying Car – the sleek and stylish technological marvel designed to navigate the skies effortlessly Equipped with a sophisticated AI system that handled navigation, communication, and even entertainment for the family. While we may not be able to fold a car into a suitcase for a long time, today’s cars boast several high-tech features that have become a must-have for customers. Advanced Driver Assistance Systems, personalised experience in cockpit like seat configuration, entertainment content, dashboard lighting, and Park Assist, once perceived as gimmicks, have now become essential features akin to seat belts.
In a world where affordable computing power, cloud technology, modular design of in-vehicle software and connectivity are revolutionizing the driving experience, car manufacturers have a unique opportunity to reshape the industry. The advent of Software-Defined Vehicles (SDV) and the integration of Artificial Intelligence (AI) can unlock a new era of customer centricity through innovation and efficiency.
This is not new for us – for the past decade, we have effectively employed AI and machine learning to integrate technology into the automotive industry. Now, we are witnessing an intriguing shift towards the generative aspect of these technologies, marking an exciting evolution in this field.
However, to unlock the true potential of this, manufacturers must undergo a fundamental shift in their thinking. By transforming themselves into technology and data companies, manufacturers can focus on enhancing every aspect of the customer experience, from l acquiring to driving and servicing. This customer-centric approach will provide them with a competitive edge and a deeper understanding of their customers’ needs. Additionally, embracing cloud and AI capabilities enables automotive OEMs and suppliers to streamline operations, foster innovation, and make data-driven decisions with greater speed.
Generative AI: The Next Frontier
India has laid the groundwork for translating the potential of AI into a reality for the auto industry. Currently, the country’s automotive industry, remains the fourth largest by production, and is an important segment of the country’s economy. Innovative technologies, evolving customer expectations, and new business models have helped domestic sales in the Indian passenger vehicle market grow by approximately 24% in FY23. More vehicles on the road create an opportunity to acquire more data, thereby enabling an AI-first approach in softwarisation to drive efficiency.
Generative AI relieves the burden of writing a defect-free code base, making it easier to turn ideas into car features. It has the potential to create code, digital content, simulations, and more. AI is already utilized in design, planning, production, driver assistance, warranty management, risk assessment, and customer service. Manufacturers must embrace tools that empower them to quickly develop, deploy, and maintain cars, ensuring they stay ahead of the curve.
Next Steps for Manufacturers
Many traditional industries have experienced a transformation by adopting a service-oriented approach to run applications as a microservice. In the case of the automotive industry, the initial transformation lies in the in-vehicle architecture, which can be a challenge as it involves millions of lines of code. The full modularization of software is yet to occur. It is necessary to architect the system, allowing software and hardware to function independently. Then, the software can consistently evolve and expand without needing a change of hardware, enabling continuous data transmission to and from the car.
To capitalize on the potential of AI and softwarization, car manufacturers should:
- Shipp vehicles with larger computing power: By equipping vehicles with enhanced computing capabilities, manufacturers can operate a software sandbox in every vehicle they ship. They can analyze the system performance against real-world usage, enabling continuous performance improvement.
- Test new functions on a limited set of vehicles: Experiment with new ideas while exposing the developing function to real-life data on a smaller scale to accelerate innovation with reduced risk.
- Enhance User Experience using Generative AI: Personalize and optimize the driving experience based on individual preferences. This would act as a powerful selling proposition.
- Leverage vehicle-specific data for better customer support: Access to detailed vehicle data empowers service representatives to provide personalized and responsive support. Customized messaging can be delivered through various channels, enhancing the overall customer experience.
Manufacturers can build the car of the future by preparing for it today. Those that keep customers at the forefront of innovation will reap the benefits of the latest advancements in the automotive world. By embracing these emerging technologies, the auto industry can revolutionize the way safety and entertainment features are developed, deployed, and maintained – thus delivering the experience of a new car every day!
