Remember those talking GPS monitors from the early-to-mid-2000s? Well, they are making a comeback, but this time with the power of AI, even though it remains unclear who actually requested this feature.
In a recent press release, GPS company TomTom announced its partnership with Microsoft to introduce a generative AI assistant named “Tommy” into cars, allowing people to engage in conversations with their vehicles for some reason.
The statement humorously mentions, “If you’ve ever dreamed of being able to talk to your car as if it were KITT,” referencing the popular 80s television show Knight Rider, “your dream might soon be a reality.”
By leveraging various Microsoft AI services, including Azure OpenAI large language models (LLM), TomTom’s new offering aims to provide a Siri or Alexa-like experience for vehicles. Drivers will be able to look up directions and access other infotainment tools.
Interestingly, the collaboration between the two companies comes after a history of legal disputes. In 2009, when GPS monitors were still in high demand, Microsoft sued TomTom for alleged violation of Linux software patents. In response, TomTom filed a countersuit, accusing Microsoft of patent infringement. To resolve the conflict, TomTom eventually acquired the contested software. By 2016, the companies announced their official collaboration.
Embracing the concept of emotional machines, TomTom’s representatives have expressed their enthusiasm for working with AI. Gianluca Brugnoli, the company’s VP of design, stated, “Generative AI is going to add an emotional layer to interaction with the car. It will know where you’re driving, your physical well-being, and adapt the driving experience and cabin technology to match each driver’s desired experience.”
As with many advancements in the AI field, it is challenging to determine who exactly requested an AI assistant that enables conversations with cars in a “Knight Rider” style. Moreover, it remains unclear why TomTom aims to create a vehicle-based FitBit-like experience, as it seems far removed from consumer wants and needs.
TomTom, a company that emerged during the dot-com era, is evidently attempting to regain relevance in a world where smartphone maps have become ubiquitous. However, the belief that “Tommy” will lead them to success seems questionable at best.
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