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. 

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.

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