In-Car Voice Commerce Could Drive $35 Billion for Automakers
A revolution is revving up inside the cabins of our cars. According to new research commissioned by SoundHound AI, in-car voice commerce could become a $35 billion annual goldmine for automakers.
No longer confined to basic navigation or weather updates, voice assistants are on the brink of becoming full-fledged shopping companions. And consumers? They’re more than ready to let their cars do the talking.
This isn’t just a gimmick. It’s a fundamental shift in how automakers interact with their customers — creating new revenue streams, encouraging brand loyalty, and shaping the future of mobility through conversational AI.
Voice Commerce
In-car voice commerce refers to the integration of ordering, payments, loyalty programmes, and even navigation within a vehicle’s voice assistant. The aim? Hands-free, hassle-free interactions that connect drivers directly to services and products — all without taking eyes off the road.
With global players like SoundHound AI leading the charge, the technology has leapt far beyond the novelty stage. The study estimates that, based on projected vehicle shipments, the market opportunity could top $35 billion annually. That’s not small change — it’s a business model in motion.
“In-vehicle voice commerce is not only about convenience for drivers – it’s also a strategic revenue and retention opportunity for automakers,” noted Michael Zagorsek, COO of SoundHound AI.
Monetisation on Multiple Fronts
Let’s talk money. The research reveals that 73% of U.S. drivers who use or have access to voice assistants in their cars are open to using them for transactions. Even more interesting? They’re willing to pay for the privilege.
Here’s how consumers say they’d share value:
- 46% would pay for access (18% per transaction, 29% via a subscription)
- 31% are open to hearing a few ads per hour
- 29% would share personal data in exchange for the service
These numbers open the door to a variety of monetisation models:
- Premium services via subscription
- Ad-supported experiences tailored to preferences
- Data-driven personalisation that adds value to every trip
Automakers have long sought post-sale revenue streams. Now, the answer may be whispering back from the dashboard.
Shifting Gears in Purchasing Decisions
In a fiercely competitive market, tech can be the tie-breaker. The study found that 69% of car buyers currently in the market would prefer a vehicle equipped with voice commerce over one without.
That’s a significant edge at the point of sale. A feature that was once optional is fast becoming a dealmaker, as customers increasingly seek cars that not only move them physically but also digitally.
This creates a compelling upsell opportunity for dealers and an attractive differentiator for OEMs looking to stand out in an industry that often feels saturated.
Rebuilding Brand Loyalty
The automotive world has a loyalty problem. According to Statista, nearly half of U.S. consumers are open to switching car brands. In this context, automakers are hungry for any edge that keeps drivers in the fold.
Voice AI could be that edge. With 72% of surveyed consumers saying they’d use in-car voice assistants for product or service recommendations, the assistant becomes more than a gadget — it becomes a trusted co-pilot.
This level of daily utility fosters deeper brand engagement and keeps the automaker top of mind every time a customer asks, “Where’s the best sushi near me?”
Most Popular Use Cases: Convenience Meets Connectivity
Let’s break it down. The majority of drivers surveyed are ready to embrace voice commerce:
- 76% would use it to order food
- 73% for vehicle maintenance bookings
- 71% for finding parking
- 59% for entertainment planning
- 58% for spontaneous retail purchases
Example queries from users include:
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“Find a restaurant for date night and make a reservation for 7pm.”
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“What does this dashboard light mean? Book me a service appointment.”
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“Order ingredients for sausage and peppers and navigate me to the store.”
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“Find parking near the movie theatre.”
In short, voice commerce turns the car into a mobile concierge. It solves real-world problems in real-time — and builds brand trust while it’s at it.
SoundHound’s Role in the Fast Lane
SoundHound AI isn’t new to the scene — it’s been refining voice AI for years, delivering lightning-fast, multilingual conversational platforms for industries ranging from retail and finance to restaurants and healthcare. Their proprietary tech powers tools like Smart Answering, Smart Ordering, and the popular Amelia Platform, which handles enterprise-level AI agents.
One standout product is SoundHound Chat AI — a voice assistant supercharged with generative AI. Combine that with Autonomics, their IT automation platform, and you’ve got a company that’s not only innovating but also scaling voice tech across billions of interactions.
This same technology now fuels the growing field of in-car commerce. SoundHound is already collaborating with several major OEMs, running pilots to prove that voice commerce isn’t just futuristic fluff — it’s a practical path to revenue and retention.
From Research to Reality
SoundHound will present its findings and technology at Car HMI Europe in Berlin on June 16, with Dr. Pedram Faghfouri, Head of Automotive & IoT, delivering a keynote. This appearance will spotlight how the tech is already shifting gears from conceptual to commercial.
A Roadmap to a More Profitable Driving Experience
As automakers grapple with tightening margins, shifting buyer expectations, and fierce brand competition, in-car voice commerce offers a timely lifeline. It merges convenience with commerce, delivering value to consumers and dollars to manufacturers.
The appetite is clearly there. Drivers are ready, willing, and — crucially — able to use their voice as a wallet. With tech partners like SoundHound AI already paving the way, the only question that remains is: who’ll grab pole position in this lucrative race?
