SoundHound AI has introduced a new level of personalisation to its in-vehicle voice assistants with the launch of Brand Personalities for its SoundHound Chat AI Automotive platform.
The feature, touted as the first of its kind, allows automakers to create distinct, customisable personas for their voice assistants, strengthening brand identity and enhancing the consumer experience.
With Brand Personalities, car manufacturers can shape every aspect of their voice assistant’s character, from response style and tone to specific traits that align with their brand identity. Automakers have the flexibility to select from pre-designed personas, craft bespoke assistants tailored to their needs, or even introduce seasonal characters for special campaigns.
The feature also supports multiple personas across different sub-brands or vehicle types, meaning a luxury sedan, a rugged SUV, and a high-performance sports car can each have a voice assistant that reflects their unique character.
Taking personalisation to the next level
This latest development builds on SoundHound Chat AI Automotive’s existing generative AI capabilities, which integrate with car controls and real-time information sources such as flight times, navigation, and weather. The added personalisation aims to keep drivers engaged while reinforcing brand loyalty for OEMs. Not too long ago, Soundhound AI also added its first in-vehicle voice commerce platform that allows drivers to order takeout using voice commands from the infotainment system.
For automakers, this means more than just a gimmick. They can craft unique voice assistant personas that reinforce their brand image, ensuring each interaction with the AI feels authentic and distinct. Automotive groups managing multiple brands can maintain separate identities while relying on the same AI backbone.
Specific vehicle models can feature tailored personalities that align with their character, whether it’s a family-friendly SUV or a high-performance sports car. The assistant’s conversational style is able to adjust to different regions and driver preferences, making the experience feel more intuitive and localised.
SoundHound AI’s voice technology is already integrated into millions of vehicles and consumer electronics across more than 20 brands and 25 languages. Recent partnerships include deployments in Lucid Motors, Alfa Romeo, Citroën, Peugeot, Opel, and Vauxhall. The company also made headlines in March 2024 when Stellantis’ DS Automobiles became the first automaker to launch a full-production voice assistant powered by generative AI via SoundHound Chat AI Automotive.