AI-based technology is improving drive satisfaction, but the tech is also presenting new industry challenges down the road.
First things first: The J.D. Power 2025 Tech Experience Index (TXI) Study, now in its 10th year, found that certain smart, in-vehicle technologies often improve how customers perceive quality.
Smart climate control systems are causing, on average, 6.3 fewer problems for owners.
In-vehicle payment tech is gaining interest. 62% of owners desire the feature, with the most common use cases being paying for charging, fuel, parking and tolls.
93% of customers say they use the blind spot camera most of the time, and 74% desire the feature in a future vehicle,
In contrast, 38% of owners who have used a popular new feature called “car wash mode” said they need better instructions to use it.
What they’re saying: “Smart technologies appear to not only anticipate the driver’s needs but also reduce the cognitive workload and some of the difficulties that drivers face with digital systems,” said Kathleen Rizk, senior director of user experience benchmarking and technology at J.D. Power.
“Ultimately, what matters most to vehicle owners—and therefore to automakers and suppliers—is how useful the technology is and whether it enhances their driving experience,” she explained.
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Why it matters: Automakers that prioritize functionality and seamless integration of AI-driven features will see higher satisfaction and potentially stronger sales. While vehicles that add complexity without clear value add, could put brand loyalty in jeopardy.
Between the lines: The growing adoption of AI vehicle technologies has exposed usability problems. Driver recognition and authentication technologies like biometrics and driver monitoring (i.e. vehicle connectivity) have the highest number of issues.
“While smart technologies are not without issues, they represent a meaningful step forward,” said Rizk. “Continued development will be essential to address current challenges and maximize their effectiveness.”
Also worth noting: Genesis topped J.D. Power’s overall innovation ranking in the TXI study among 30 brands listed, followed by Cadillac, Lincoln, BMW, and Hyundai. Honda was fifth from the bottom of the overall TXI rankings, followed by Jeep, Jaguar, Ram, and Chrysler. EV makers like Tesla and Rivian were excluded from the rankings.
Bottom line: AI-powered vehicle technologies are making cars smarter, safer, and more satisfying to own. However, as automakers push into the next generation of AI—the risk of usability and more potential quality issues could rise, which could lead to more consumer frustrations with vehicle tech.
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