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Intel creates immersive car entertainment VR / AR into the windows and dashboard
Intel is taking a major step into the future of transportation by offering processors, sensors, and algorithms that power autonomous vehicles. The goal is to deliver convenience and safety to passengers. But beyond just hardware, Intel sees a vast opportunity in in-car services and the massive data generated by self-driving cars.
In a recent interview with Forbes, CEO Brian Krzanich emphasized that the automotive industry is evolving through cloud-based technologies. He described Intel’s role as more than just providing a processor—it's about building an ecosystem. "It's not just a chip; it's more like a silicon wafer," he said, highlighting the broader vision of integrating technology into every aspect of the driving experience.
Over the past year, Intel has been heavily involved in helping car manufacturers turn their vehicles into smart, autonomous machines. They've formed strategic partnerships with companies like BMW, Delphi, and Waymo. Additionally, Intel made a landmark acquisition this year by purchasing Mobileye for over $15 billion, strengthening its position in the automotive tech space. Even Warner Bros. has joined forces with Intel to explore new entertainment options for passengers using video streaming and augmented reality.
The auto market is huge, and Intel is betting big on the "passenger economy." By 2035, they expect revenue from self-driving cars to reach $800 billion, growing to $7 trillion by 2050. This isn't just about rides—there are opportunities in in-car services, advertising, and even city infrastructure improvements.
Krzanich pointed out that self-driving cars can collect valuable data, such as road conditions, pothole locations, and traffic patterns. Cities currently spend millions on manual data collection, but autonomous vehicles can do it at a fraction of the cost. "We can provide better and real-time information," he said, suggesting that cities could benefit financially from this data.
Moreover, these vehicles can offer personalized services. For example, Intel envisions being able to tell users how many cars are waiting at a coffee shop before they arrive. "When you start thinking differently, there are infinite business opportunities," Krzanich added.
To further develop its technology, Intel is testing 100 autonomous vehicles to refine its computing and sensing systems. One of the prototypes, developed with Warner Bros., features immersive entertainment through VR and AR integrated into the car’s windows and dashboard. While not everyone may want a virtual ride through Gotham City, the potential for in-car advertising is clear.
At the Automobility LA conference, Thomas Gewecke, Warner Bros.’ chief digital officer, echoed Intel’s enthusiasm. He noted that self-driving cars will create more free time for passengers, opening up new possibilities for entertainment and engagement. "We’ve been thinking about this for a long time," he said, emphasizing the growing interest in the driverless car revolution.