In-Car Voice experiences
Aug 04, 2022

How Conversational AI is Creating the Next Generation of In-Vehicle Experiences

The future of automotive is in conversational AI that delivers on the promise of exceptional experiences for drivers and passengers. Cars have evolved exponentially over the past few years, as pushing buttons, swiping screens, and command and control interfaces become as obsolete as turn-key ignitions and CD players. Drivers and passengers are seeking experiences that are intuitive, convenient, efficient, and entertaining, and advanced voice AI technology is satisfying that demand with the next generation of voice-enabled in-vehicle infotainment systems. 

The number of in-car voice assistants is almost equivalent to half the U.S. population. According to, there are 124.8 million in-car voice assistants in the U.S., with 71.9 million monthly users, and automotive OEMs are responding to the increasing demand for personalized, conversational experiences. Already, auto manufacturers like Mercedes, Hyundai, and Stellantis are incorporating conversational AI into their infotainment systems, while suppliers to OEMs, like LG with its advanced IVI systems are making voice interfaces a standard part of their product offerings.

Conversational voice assistants are only the beginning of the evolution of in-car experiences. Voice commerce is expanding possibilities of how drivers and passengers can interact with the world around them and how brands can build revenue streams from their connected vehicles. 

SoundHound and LG collaborate for conversational assistants for automotive

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LG Electronics (LG) has signed a memorandum of understanding with SoundHound AI, Inc. (SoundHound), a global player in voice artificial intelligence (AI), to jointly develop advanced voice AI technology for the next generation of in-vehicle infotainment (IVI) systems.

The partnership will leverage LG’s innovative IVI systems and SoundHound’s advanced voice AI platform, which enables conversational voice control, to bring up-to-date convenience to the driver and passenger experience.

As an intelligence-driven consumer electronics and IT business, LG has been trying to inspire the auto industry with new form factors. Simultaneously, LG always pursues an innovative partner for the future of mobility.

SoundHound’s advanced voice AI platform is built on Speech-to-Meaning® and Deep Meaning Understanding® technologies. These technologies enabled the evolution of voice experience from a legacy command-and-control interface to more intuitive conversational functionalities for drivers and passengers.

This new collaboration will also allow users to take advantage of SoundHound’s voice commerce partnerships – meaning drivers and passengers will be able to pay for gas, parking, or even order food directly from their vehicles, simply by using the microphone and infotainment display. Such voice-enabled commerce could help OEMs build new revenue streams via their connected vehicles.

Voice recognition is beginning to see much wider adoption in the auto segment, after initially being available only as an optional extra in select luxury vehicle models. As safety and ease-of-use are being enhanced, voice AI technology will make it possible for carmakers to provide a range of services that will allow drivers to perform a variety of tasks hands-free and without taking their eyes off the road. Its wider implementation will also improve any commute or journey for those occupying the passenger seats as well.

“We’re excited to collaborate with SoundHound and look forward to providing new in-vehicle experiences through seamlessly integrating its voice AI platform with our latest IVI system architecture. This partnership will allow us to better meet the needs of our auto industry customers and create innovative solutions that will help driving the future of mobility.”

Eun Seok-hyun
President of the LG Vehicle component Solutions (VS) Company

With the virtual assistant market expected to grow considerably over the next decade, more automakers are recognizing the need to bring voice recognition features to their vehicle programs. In order to meet the anticipated rise in demand and move the technology forward, LG has partnered with SoundHound. The two companies aim to bring innovative, new voice functionalities and capabilities to LG’s next-gen IVI systems to change the in-vehicle experience for a better life.

Our agreement with LG will allow auto manufacturers of all sizes to deliver the kind of voice-enabled infotainment experience that users have come to expect in every part of their lives. We’re entering an era where people are beginning to expect to talk to devices in the way they talk to each other, and that those interactions will be helpful and proactive. This experience is enabled by the most advanced voice AI technology.

Voice commerce solutions for drivers and passengers

Voice commerce is the next evolution of voice AI technology that will deliver value and personalization to drivers and passengers by giving them suggestions or prompts based on their needs. These monetizable moments will happen naturally as proactive suggestions are presented as a continuous part of the conversation between the voice assistant and the driver or passenger. Proactive voice assistants and greater personalization will add value to customers as they are delighted with convenient solutions to the questions they are already asking.

Some examples of voice commerce suggestions include: 

  • Fuel: “You are running low on fuel. Would you like to prepay for gas at the nearest station?” 
  • Parking: “You are on the fastest route to the Masonic Center. Would you like to reserve a parking spot nearby?”
  • Food Ordering: “You will arrive home by 6:17 pm. Would you like to place an order for food delivery?” 

Restaurant ordering promised to be the next must-have for in-car voice interactions. Conversational technology will give drivers and passengers the ability to place compound and complex orders, receive menu and nutritional information, make substitutions without having to repeat themselves, and ask for what they want—even if they don’t know what the item is called. 

Advanced conversational AI technology will also increase safety by keeping drivers’ eyes on the road instead of on the infotainment screen to correct any mistakes a low-accuracy voice assistant would produce. 

Restaurant ordering will be the next must-have for in-car technology. 

In addition to providing convenience and efficiency to drivers and passengers, voice-enabled commerce opportunities give automotive OEMs a way to generate real revenue and prove ROI on their voice AI investments.

As technology continues to evolve, drivers and passengers are seeking out the most intuitive and convenient entertainment solutions for their vehicles. Automotive manufacturers with conversational AI technology will lead the next generation of vehicles, while those without will be left behind with other outdated technologies. 

At SoundHound, we have all the tools and expertise needed to create custom voice assistants and a consistent brand voice. Explore SoundHound’s independent voice AI platform at and register for a free account here. Want to learn more? Talk to us about how we can help bring your voice strategy to life.

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