Capgemini: 95% of drivers will use in-car voice assistant by 2023

By Harry Menear
Google Assistant and Siri have become a staple of the smartphone experience over the last decade. Using Amazon Alexa to check the weather, book appointm...

Google Assistant and Siri have become a staple of the smartphone experience over the last decade. Using Amazon Alexa to check the weather, book appointments and answer queries without the use of the user’s hands has reached a point of mass adoption and normalisation. 

The next frontier after our phones and audio equipment will be our cars, according to a report released today by the Capgemini Research Institute. The report surveyed over 7,000 consumers who have used a voice assistance inside the car, as well as 300 auto executives, as well as conducting interviews with leading executives in the auto and voice service sectors. 

Capgemini conclusively found that consumer adoption of voice assistants in vehicles is going to grow dramatically, reaching as high as 95% adoption in the next three years. According to the report, “our seemingly insatiable appetite for voice assistants translates into a huge opportunity for automotive organizations – if they understand how to satisfy it.”


Currently, almost half (49%) of consumers surveyed for the report use voice assistants in their vehicles for a variety of functions. 77% of those consumers use voice to play music and check directions, 46% book appointments for their vehicle to be serviced and 45% order specific services such as food. 

However, if these numbers are to rise as high as Capgemini believes is possible, there are concerns that need to be addressed. 

Only 28% of participants in the survey described their voice assistant services as “great,” with 59% agreeing that “it was satisfactory, but the experience needs to be improved.” 

“Voice assistants are becoming an essential part of how people experience cars, and safely manage their lives while on the move,” said Markus Winkler, Global Head of Automotive at Capgemini. “This report demonstrates how the automotive industry should be using voice as a strategic asset both to build customer engagement and grow revenues with connected services over time.” 

“To make further progress, the industry needs to educate consumers about voice capabilities and data security. It must build adaptability and personalization but also more intelligence to achieve better situational relevance and better integration between in-car and at-home voice assistants to maximize value,” he further added.

For more insights, check out the Capgemini Research Institute's infographic. 


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