UX

Interior Motives: Show me the love

By Robert Forrest 2025-01-27T08:00:00

Tesla Optimus robot

How to create tech products that customers love is the question designers must answer, writes Robert Forrest

Artificial intelligence (AI) will fundamentally change the relationship we have with technology, but you already knew that. From interaction to intuition, even intimacy, cars with the best tech will be your best friend. That is the promise of AI; whether that is preferable or not is less clear-cut.

One of the biggest challenges facing companies right now is how much AI to integrate from ‘Big Tech’. The advantages of ease of use and increased customer offers can potentially be countered by diluted brand differentiation from a limited pool of providers and concerns around data-sharing. Vehicle makers who become dependent on partners might be dissuaded from building up their own internal AI capabilities and risk undermining future competitiveness.

Just as ‘make-or-buy’ strategies shape UX, identifying what…

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