Report

Global automotive voice recognition system market is projected to witness a CAGR of 8.15% during the forecast period 2024-2031, growing from USD 2.51 billion in 2023 to USD 4.7 billion in 2031. The advent of advanced vehicles has added value to the equipment manufacturing industries. New additional tools are revolutionizing the automotive industry, from telematics to engine transmission. Advanced security features, such as smart key systems, fob, and voice recognition systems, are being introduced. The integration of artificial intelligence, IoT, and smart control systems is anticipated to fuel market growth.
Furthermore, adding a smart voice recognition system with extended controls like navigation, music playback, climate control, and smart home devices is increasing the demand for voice cognition systems in the market. Increased sales of premium vehicles with reduced import rates and the launch of new vehicles are fueling the market growth. In the long run, more cars are expected to be produced and sold as consumers' incomes increase with their ability to spend more on luxury and comfort. Infotainment and tech services are expected to provide safety, comfort, and favorable preferences for young consumers. Hence, automotive brands are upgrading their voice recognition and control systems with cutting-edge technology.
For instance, in January 2024, Volkswagen GmbH presented its first vehicles by integrating an artificial intelligence-based chatbox, ChatGPT, and the IDA voice assistant. The feature is Cerence Chat Pro, developed by Cerence Inc., a technology partner. Cerence Chat Pro provides an intelligent automotive-grade integration with ChatGPT.
Integration of ChatGPT and Safety Dynamics to Add Value to the Market Dynamics
The advent of chat GPT, along with its integration with automotive AI, has transformed voice recognition technology. Voice recognition systems help enhance vehicle safety and allow drivers to navigate through different vehicle functions without physically touching the buttons. Furthermore, ChatGPT includes the capacity to see, hear, and speak, which helps vehicles talk and respond in real-time. The multimodal capability enables the IoT and connected car technology with image and voice inputs. Automotive manufacturers' focus on advancing vehicles along with the higher adoption of electric vehicles, propelling the market growth.
Electric vehicles have digitized vehicle transmissions and other functions like ECU management, and ORVM controls. Hence, the increased sales of electric or hybrid vehicles positively increase the demand for automotive voice recognition systems.
Addition of Premium Features in Mid-Range Vehicles to Fuel Market Growth
The rise of generative AI has added layers to vehicle security. The increasing demand for vehicle connectivity and safety is adding value to the market growth. Earlier, voice recognition systems were limited to the premium vehicle class. However, increasing accessibility and aggressive market competition have enabled these systems to be in the mid-range vehicle class, expanding the market growth.
As a result, the market is expected to see an increase in connected and autonomous vehicle sales, a shift towards more vehicle safety, and voice recognition in mid-priced vehicles such as family sedans or compact SUVs. The higher demand for hands-free in-car controls and enhanced telematics push equipment manufacturers to upgrade recognition technology with natural language processing (NLP) technologies. Additionally, new EVs are coming with ADAS, smart key, and multiple voice command systems.
For instance, in July 2023, MG Motor UK Limited (Morris Garages) launched a 2023 ZS EV with Autonomous Level-2 (ADAS) and smart key systems. The vehicle has 100+ voice recognition command controls for sunroof, AC, navigation, and more.
Government Focus on Vehicle Security to Propel Market Growth
The government supports the industry related to driver safety concerns, promotion of electric vehicles, and regulatory compliances. Automotive Artificial Intelligence (AI) is expanding its scope into manufacturing, supply chain optimization, cybersecurity, quality control, and defect detection. The government delivers subsidies and incentives to manufacturers and end-users for promoting electric vehicles. The government considers security and data privacy at the top of the list. The security issues in autonomous vehicles are due to the complexity of the AI algorithms and the difficulties in adapting them to real-world driving conditions. The voice recognition systems support the transition phase of modern automotive, so the government is supporting the automotive equipment industry.
For instance, in September 2023, the Union government of India announced the standard operating procedures (SOPs) for the Production Linked Incentives (PLI) scheme for the extended automobile sector with new technological penetration. One can apply for incentives by submitting a testing and certification application for products using cutting-edge automotive technology.
Luxury Vehicle Leads with Enhanced Comfort and Convenience
The luxury segment is expected to lead the market based on vehicle class. The growth is attributed to the increasing demand for extended comfort features. Multi-speaker setups with natural language processing and automated tools, based on artificial intelligence, are transforming the market dynamics. However, the economy segment is anticipated to grow accelerated due to its higher absorption and integration with the latest technology. Furthermore, the integration of centralization functions in luxury vehicles with more than a hundred controls and additional features is propelling the segment's growth. Alongside, the higher cost of certain voice recognition and control systems limit it to the luxury vehicle class, adding value to the segmental growth.
For instance, in June 2023, Mercedes-Benz Group AG integrated ChatGPT with MBUX infotainment system through Azure OpenAI service. It powers the vehicles with the enterprise-grade capabilities of Microsoft's cloud and AU platform. The system complements Mercedes with intuitive voice control through "Hey Mercedes".
Asia-Pacific Dominates the Market
Asia-Pacific is expected to lead the automotive voice recognition system market during the forecast period. The growth is expected due to the rising innovation in the auto manufacturing spaces in the region. Furthermore, emerging economies with expanding local automotive brands, technological tie-ups, and increased adoption are thriving in the regional market. Increasing per capita income and integrating cloud and AI services into voice recognition and control systems will likely positively impact the market. The adoption of ADAS technology among native automotive brands delivers affordable autonomous vehicles with features like voice recognition, smart keys, and advanced infotainment systems. China's focus on increasing the production of advanced infotainment systems, along with India's extended research on autonomous vehicles and driver comfort, is making Asia-Pacific the hub for the latest technologies.
For instance, in June 2023, MG Motor India announced its partnership with Jio platforms to deliver an industry-first broad range of connected car features. The integration delivers Hinglish Voice Assistant-enabled, powered by Jio's Digital Assets in its newly launched Comet EV.
Future Market Scenario (2024 - 2031F)
- Extended research, higher sales of luxury vehicles, and increasing demand for autonomous vehicles are anticipated to accelerate the market expansion during the forecast period.
- Higher sales of electric and hybrid vehicles with cloud connectivity and multimodal voice controls will likely enhance the market dynamics.
- The application of natural language processing and enhanced response is projected to make talking cars possible.
- The chatGPT-based response system will deliver better automotive voice recognition systems.
Key Players Landscape and Outlook
Key players in the automotive voice recognition system focus on delivering comfort and convenience to the end-users. The merger and partnership between communication solution providers and automotive manufacturers are central to the competitor landscape. The vendors focus on making their platform more inclusive, allowing it to integrate with a centralized system to deliver a long range of voice-controlled functions. Furthermore, the role of ChatGPT, generative AI, and IoT deployment impact the market offerings.
For instance, in October 2023, SoundHound Inc. debuted an advanced feature allowing drivers to communicate with the vehicle's user manual and get all the solutions through the user manual book. The feature augments SoundHound Chat AI for Automotive, linking the brand's voice AI to ChatGPT and other generative AI conversational systems.
In January 2024, Sensory Inc. introduced its state-of-the-art AI automotive platform at CES 2024. The system consists of advanced AI, voice, and vision technologies. The brand claims it is a revolutionary step in user-vehicle interaction.