German multinational automotive parts manufacturer Continental has entered into a strategic partnership with Google Cloud to use generative AI (GenAI) technologies in the automotive industry to accelerate innovation, reduce costs, and enhance the user experience in vehicles.

The partnership will integrate Google Cloud's conversational AI technologies into Continental's Smart Cockpit High-Performance Computer (HPC) solution, facilitating improved voice assistants and natural language communication in cars. The companies are looking to offer features such as context-aware conversations and access to specific vehicle information.

Analyst QuickTake: The automotive industry is among many to have witnessed an increasing discourse surrounding the possibilities of incorporating GenAI technologies. In fact, in August 2023, General Motors (GM) also partnered with Google Cloud to incorporate conversational AI technologies in its vehicles. This was after announcing that it was exploring the use of ChatGPT (in partnership with Microsoft, an investor in OpenAI) in March 2023 to perform several tasks, including providing information available on the owner's manual and other program functions. Mercedes-Benz also partnered with Microsoft in June 2023 to test in-car ChatGPT AI on vehicles.