Insight

CES represents the automobile industry, and this show is important, even if there are fewer automakers and suppliers exhibiting. CES was a bit of a new place to be, for car manufacturers. If you didn’t want to be seen as an old-fashioned manufacturer, you had to show your face at CES. It is still the case, as most of industry leaders are still attending even if the market background is not very shiny!

Each January, the world’s industries gather in Las Vegas for the biggest tech event on the planet, CES, to unveil their innovations that will shape our future.

The automotive industry is already offering some ‘AI-powered’ experiences, but customers are still waiting—whether they know it or not; whether they want it or not—for the automotive industry’s iPhone moment, when technology transforms the user experience and eliminates pain points, which might include rule-based interaction (particular vocabulary, syntax, and actions required of the user); limited infotainment apps, and limited personalization.  

There has been a continuous and relentless push to ‘techify’ most of the new vehicles we can purchase and drive. While already populated with more electronics and software than ever for control and monitoring functions, automakers are also increasingly designing them to operate and feel more like the other consumer devices in our lives that we have gotten used to.

Naomi Miller, a Senior Scientist at the U.S. Pacific Northwest National Laboratory in Portland, Oregon, specializes in aspects of illumination including glare and TLM—temporal light modulation, commonly called « flicker ».