Renault's In-Car Interface Experiment

author: FutureCar Staff    

Avatars in future in-vehicle experiences are expected to be based on engagement and user satisfaction statistics. These interfaces could range from cartoonish talking logos to more humanlike characters, depending on user preference or brand choice. Companies like Renault have recognized the benefits of these interfaces in terms of user behavior and satisfaction.

According to Herwig Steininger, Managing Director of SPooN.ai, a French avatar supplier for Renault, characters and mascots have higher brand recall compared to logos or slogans. The demand for digital companions and virtual assistants is growing rapidly across industries. The goal is to give these interfaces a face, a voice, and a more immersive experience in the car through empathic and expressive digital companions.

Data supports the idea of using avatars in car interfaces. A neuroscientific study by de Borst and de Gelder in 2015 found that human-like characters' emotional expressions are perceived similarly to human emotions, leading to corresponding behavioral and physiological activation. Adobe's 2019 study revealed that over 85% of the population uses interactive phone interfaces, with 92% of users feeling safer while driving with technology. In 2020, Voicebot.ai discovered that 63% of car shoppers look for an in-car voice assistant when buying a vehicle.

To some, these cute interfaces may remind them of Clippy, the animated paperclip avatar from Windows 97 that was discontinued within a year. Clippy was criticized for being patronizing and distracting. However, experts argue that Clippy's problem was that it was optimized for first use and became annoying over time. The way Clippy acted was the reason for people's dislike, not the avatar itself.

In the future, avatar interfaces won't be static thanks to connected software updates based on feedback loops, user experience customization, and driver preferences. These engaging avatars will cater to drivers' and passengers' preferences for music, door openings, and special scenarios, creating unique and enjoyable travel environments.

Furthermore, the latest natural language models, which incorporate Artificial Intelligence, provide much greater flexibility in verbal interactions with these futuristic avatars compared to the limited choices available a quarter of a century ago.

Youth-oriented character-oriented due to video games. According to Steininger, younger generations like Gen Z and Gen Alpha will represent more than 30% of the luxury market by 2030.

Renault has already launched their avatar interface, reno, in some European countries such as France, Germany, Italy, and Spain, with plans to expand to other countries later this year.

FutureCar Staff