Intel Corporation and Warner Bros. announced a collaboration to develop in-cabin, immersive experiences in autonomous vehicle settings during Automobility LA on Wednesday, Nov. 29, 2017, in Los Angeles. Called the AV Entertainment Experience, Intel will create a first-of-its-kind proof-of-concept car to demonstrate what entertainment in the vehicle could look like in the future. (Credit: Warner Bros.)
By Brian Krzanich – Intel Corporation
Intel and Warner Bros. announce partnership to develop in-cabin, immersive experiences in autonomous cars of the future
So much of the discussion around autonomous driving has naturally focused on the car as a mode of transportation, but as driverless cars become a reality, we must start thinking of the automobile as a new type of consumer space. In fact, we have barely scratched the surface in thinking about the way cars will be designed, the interaction among passengers, and how passengers will spend time while they are riding and not driving. In this respect, autonomous driving is today’s biggest game changer, offering a new platform for innovation from in-cabin design and entertainment to life-saving safety systems.
Advancing what’s possible in autonomous driving, today at the Los Angeles Auto Show, Intel announced a collaboration with entertainment company Warner Bros.* to develop in-cabin, immersive experiences in autonomous vehicle (AV) settings. Called the AV Entertainment Experience, we are creating a first-of-its-kind proof-of-concept car to demonstrate what entertainment in the vehicle could look like in the future. As a member of the Intel 100-car test fleet, the vehicle will showcase the potential for entertainment in an autonomous driving world.
The rise of the AV industry will create one of the greatest expansions of consumer time available for entertainment we’ve seen in a long time. As passengers shift from being drivers to riders, their connected-device time, including video-viewing time, will increase. In fact, recent transportation surveys indicate the average American spends more than 300 hours per year behind the wheel.
With this expansion of available time, Warner Bros. and Intel imagine significant possibilities inside the AV space. Not only do we see passengers consuming content ranging from movies and television programming, we imagine riders enjoying immersive experiences never seen before, courtesy of in-cabin virtual reality (VR) and augmented reality (AR) innovations. For example, a fan of the superhero Batman could enjoy riding in the Batmobile through the streets of Gotham City, while AR capabilities render the car a literal lens to the outside world, enabling passengers to view advertising and other discovery experiences.
Photos provided by Intel Corporation
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