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SoundHound AI integrates generative AI voice assistant with Lancia infotainment system

Adithya GopalBy 2 Mins Read
SoundHound AI announced the launch of Brand Personalities, a new feature for its SoundHound Chat AI Automotive voice assistant. With this, it becomes the first in-vehicle assistant to offer customizable personas for each automaker’s unique brand identity. Brand Personalities enable car makers to control the entire personality of their voice assistant including response style, and character. Automotive partners can choose from pre-designed personas, create fully customized personalities tailored to their specific needs, or even introduce seasonal characters for campaigns. Due to SoundHound's software architecture, multiple personas can be defined for specific sub-brands or even model lines—allowing sports cars, family cars, and commercial vehicles to each have distinct personalities. This new feature builds on the core features offered from SoundHound Chat AI Automotive’s voice assistant, which integrates generative AI capabilities with car controls and real-time domains like flight times, navigation, and weather. Furthermore, the assistant’s Brand Personality can be adjusted to match the tone and conversational style for regional and driver preferences. In a recent SoundHound study, “Reclaiming the Cockpit: How Voice Generative AI Creates Strategic Advantage for Automakers,” the company found that 77% of regular drivers are likely to use voice generative AI capabilities in their vehicle if available. For consumers, Brand Personalities means a more relatable and engaging in-vehicle experience. “As automakers look to differentiate their offerings, SoundHound designed Brand Personalities to elevate the in-car experience beyond what’s expected, giving brands complete control over how they engage with their consumers,” said Michael Zagorsek, COO of SoundHound AI. This announcement follows recent launches of SoundHound Chat AI Automotive in Lucid Motors, Alfa Romeo, Citroën, Peugeot, Opel, and Vauxhall. In March 2024, SoundHound AI announced that Stellantis’ DS Automobiles was the first automaker in the world to go into full production with a voice assistant that integrates AI technology via SoundHound Chat AI Automotive.

SoundHound AI has integrated its voice assistant with integrated generative AI, SoundHound Chat AI, in Lancia Ypsilon vehicles across Belgium, France, Germany, Italy, Portugal, Spain and the Netherlands.

Lancia’s S.A.L.A. (Sound, Air, Light, and Augmentation) infotainment system now features SoundHound Chat AI. By saying “Hey SALA” or pressing a button, drivers can engage with the voice assistant, which responds with dynamic audio and visual information.

With the integration of SoundHound Chat AI into the S.A.L.A system, Lancia customers will be able to enjoy generative AI responses in addition to in-car voice assistant features, including calls, navigation and real-time information like weather and sports scores. The technology effortlessly detects natural human speech and uses generative AI to facilitate “enjoyable, informative conversations”, SoundHound AI said. Users can ask a range of follow-up questions that draw on complementary real-time domains for optimal responses that are relevant and useful while they’re on the road.

Michael Zagorsek, COO of SoundHound AI, said, “This expansion marks another important step in our mission to transform in-car experiences with cutting-edge, truly conversational voice technology that drivers love and auto makers trust.”

Lancia becomes the latest Stellantis brand to deploy SoundHound AI’s category-leading voice assistant, following recent launches in Alfa Romeo, Citroën, Peugeot, Opel and Vauxhall vehicles.

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