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With the rapid development of artificial intelligence, autonomous driving technology will finally reshape an automotive industry. Although fully autonomous cars are not commercially available to common consumers at this stage, partially autonomous vehicles, which are defined as level 2 and level 3 autonomous vehicles by SAE J3016 standard, are widely tested by automakers and researchers. A typical Human-Machine-Interface (HMI) for a vehicle takes a form to support a human domination role. Although modern driving assistance systems allow vehicles to take over control at certain scenarios, the typical human-machine-interface has not changed dramatically for a long time. With deep learning neural network technologies penetrating into automotive applications, multi-modal communications between a driver and a vehicle can be enabled by a cost-effective solution.

The application of Artificial Intelligence (AI) in the automotive industry can dramatically reshape the industry. In past decades, many Original Equipment Manufacturers (OEMs) applied neural network and pattern recognition technologies to powertrain calibration, emission prediction and virtual sensor development. The AI application is mostly focused on reducing product development and validation cost. AI technologies in these applications demonstrate certain cost-saving benefits, but are far from disruptive. A disruptive impact can be realized when AI applications finally bring cost-saving benefits directly to end users (e.g., automation of a vehicle or machine operation could dramatically improve the efficiency). However, there is still a gap between current technologies and those that can fully give a vehicle or machine intelligence, including reasoning, knowledge, planning and self-learning.

Cost reduction in the automotive industry becomes a widely-adopted operational strategy not only for Original Equipment Manufacturers (OEMs) that take cost leader generic corporation strategy, but also for many OEMs that take differentiation generic corporation strategy. Since differentiation generic strategy requires an organization to provide a product or service above the industry average level, a premium is typically included in the tag price for those products or services. Cost reduction measures could increase risks for the organizations that pursue differentiation strategy. Although manufacturers in the automotive industry dramatically improved production efficiency in past ten years, they are still facing the pressure of cost control. The big challenge in cost control for automakers and suppliers is increasing prices of raw materials, energy and labor costs. These costs create constraints for the traditional economic expansion model.