The first idea is relatively straightforward (and a bit of a nod to its European roots). Imagine you’re driving home after a long day on the road and your car recognizes that you’re starting to feel drowsy. Suddenly, a notification pops on your display asking, “would you like a freshly brewed espresso when you arrive at your destination?” You enthusiastically respond in the affirmative, and upon walking through your front door, you’re met with the pleasing aroma of a piping hot cup of coffee, prepared by your shiny Bosch (or another brand) connected automatic espresso machine. Sounds like a dream, right?
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The second concept is a bit more complex: utilizing eye-tracking technology to determine which points of interest you may be gazing towards while on your drive, and providing relevant contextual information. Perhaps you’re driving past a charming castle on the horizon (again, a nod to its European origins), and your car promptly informs you of its rich history and significance. Or maybe you’re passing by a restaurant, and the car displays its hours of operation for your convenience. The possibilities are endless, and quite compelling.
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Advanced technologies are often initially introduced for practical, everyday applications, but can then inspire a whole host of new possibilities. The key factor is how these technologies are ultimately utilized and integrated into our lives.
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- Develop a comprehensive eye-tracking point-of-interest system that can accurately pinpoint a driver’s gaze and provide relevant information.
- Use this system to potentially incorporate targeted advertising, especially as they continue to refine and introduce hands-free and even eyes-free driver assistance software.
- Find ways to effectively mitigate phone usage while driving, potentially utilizing this technology as an alternative means of obtaining information on-the-go.
Here are some potential ways automakers could implement these ideas:
Stefan Buerkle, the regional president for Bosch USA, shared in an interview that “pushing advertisements into the car is the opposite of reducing driver distraction” – although he doesn’t rule it out entirely. Per Buerkle, the potential benefits of this technology could potentially outweigh any drawbacks, particularly if it serves as a means of reducing phone usage while behind the wheel.
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It’s no surprise that many consumers today crave immediate access to information, especially while on the go. And in today’s fast-paced society, cars play an integral role in our daily lives, making it a prime platform for this type of advanced technology. So while these ideas may be early on in their development, it wouldn’t be surprising to see them become a reality in the near future.
Ultimately, the implementation and incorporation of these eye-tracking technologies will largely depend on the automakers themselves. Bosch’s suggestions serve as a starting point, and it’s exciting to think about the various directions and possibilities that big-name automakers may take with this technology. The important thing is to continue pushing the boundaries of what’s possible, while also carefully balancing practicality and addressing any potential concerns.
