Voice technology has become a key part of the automotive experience and has established itself as a lasting trend in the industry. With the emergence of these advanced driver assistance systems (ADAS) automakers are integrating this technology into their vehicles to fulfill their vision of a safer, more secure driving experience. Modern cars are now equipped with voice assistants powered by artificial intelligence to assist drivers with vehicle-centric tasks and respond to events inside the car, and in the surrounding environment. With the increasing number of consumers using voice assistants in cars, car manufacturers are investing more in enhancing the user experience.

A new design approach

With the rise of technological innovations, a new design approach has emerged onboard this next generation of vehicles. The trend of using full-screen displays in cars has gained popularity with Tesla and Mercedes-Benz being early adopters of this design approach. These huge  displays offer a more seamless and intuitive user experience, while also providing a sleek and modern aesthetic to the car's interior. Car manufacturers now have the opportunity to leverage these screens and create a space for a digital intelligent avatar to reside, offering design possibilities that go beyond just functional benefits.

MBUX Hyperscreen from Mercedes-Benz.

As technology continues to expand, drivers are increasingly faced with the challenge of navigating the growing complexity of new generation cars. Virtual Avatar Assistants are here to enhance the driving experience by providing a more intuitive and interactive interface for drivers to communicate with their vehicles. Drivers will be supported by avatars that use speech, facial expressions, and gestures, effectively replacing user manuals by these versatile and efficient interactive virtual characters. This trend places a stronger emphasis on developing new digital content and technologies for in-car applications.

Cupra (Volkswagen Group) DarkRebel metaverse concept car.

A deeper connection with the drivers environment 

Additionally, the use of avatars offers unique marketing benefits by enabling these personal assistants to maintain a connection with the driver, even if he’s not behind the wheel. This offers a new way to create content around the brand and enhance the overall user experience. As we usually either leave or return home when we get into a car, it's logical that users would desire to interact with their in-home devices during these instances. Car manufacturers recognize this need and are actively working towards making their vehicles a crucial part of the internet of things (IoT). 

Renault official avatar 

At the 2022 Paris Motor Show, Renault partnered with SPooN to unveil “reno”, the new face of their next-generation electric vehicle lineup. Described as a humanized co-pilot, reno aims to make the digital experience more immersive on board of the new range of electric Renault vehicules. SPooN has played a primary role in developing the interactions and animations of reno, focusing on creating engaging and seamless user experiences within the vehicle.

Reno will be integrated into the OpenR Link infotainment system on Renault electric cars sold from 2024, as well as in a dedicated application that is already available on iOS, providing access to exclusive brand content.

‘reno’, Renault's official avatar, launches on a exclusive brand content app

By personalizing the driving experience and incorporating AI technologies, car manufacturers are embracing a new era of customized vehicles that truly resonate with individuals' preferences and personalities. With digital avatars at the forefront, we can expect a remarkable shift in how cars embody and reflect the unique identities of their owners, making every journey a truly personalized and engaging experience.

SPooN technologies

At SPooN, we are pioneering this transformative shift. Our goal is to create interactive characters that can be adopted in a wide variety of social environments, enhancing human interaction and connection in both digital and virtual realms. Our team of experts coming from the robotics and 3D animation industry focuses on giving these robots a body, a face, and a smile to turn them into marvelous avatars that can engage with users in a natural and authentic way. We work to ensure that these avatars can make users feel like they exist in their eyes, interacting in real time as well as adopting human-like expressions and behavioral patterns, including emotions.