Ford TOP DOG Jim Hackett made a surprising open public admission earlier this month: He is not yet comfortable with the self-driving car technology his company or any type of other company has built.
“The trust isn’t real high, inch he told an audience within Michigan after asking if that they had take a ride in a driverless vehicle that morning if given the opportunity. “I wouldn’t yet, either. “
Hackett’s comments highlight one of greatest challenges for automakers and technology companies working to develop autonomous automobiles: Convincing the public driverless cars secure.
A recent AAA study found that over three-quarters associated with respondents admitted to being scared of riding in a self-driving car, in support of 10 percent said they’d really feel safer with driverless vehicles on the highway. With highly publicized incidents such as Tesla’s fatal Autopilot accident plus Uber’s self-driving trial fail, all those fears shouldn’t come as a huge surprise.
But for all the vast amounts of dollars and time invested in building autonomous driving systems, the companies accountable for the technology will have to convert customer fears into enthusiasm. Â
Eventually, they will. Here’s how: Â
Keep the ride familiar
The 1st step to building widespread approval for self-driving cars is displaying the public what these systems are equipped for IRL. That means actually getting individuals into the vehicles and putting all of them on the road, an effort that’s already underway in a few very limited trial programs. Â Â Â
Just think: a few years ago, you should never have jumped in a stranger’s vehicle for a ride.
The self-driving pilots being operated by Lyft, Uber, Waymo, and GM’s Sail are likely the first place the public can encounter autonomous vehicles. The way these types of programs operate will ease anxious passengers into the world of driverless cars â? mostly because they will still require a human driver or even operator behind the wheel at all times, ready to control if something goes awry.
With “drivers” behind the wheel, passengers that summon autonomous Uber and Lyft vehicles will have an experience that isn’t greater than a regular ride â? plus Lyft plans to keep human workers in its cars even beyond therapy phase.
This experience will probably increase public acceptance as these applications expand and the technologies improve, offering the human operators less to do because passengers grow more accustomed to the particular autonomous systems. Just think: a few years back, you likely would never have leaped in a stranger’s car for a trip. Now you may do it a few times per month.
Eventually, Lyft and its colleagues will phase human operators from vehicles completely â? but at that time, we’ll be so used to the autonomous driving systems that it won’t issue. Â
Make AI friendlier
Teaching the public about the systems controlling autonomous cars will be just as important as revealing a vehicle’s performance. Getting individuals familiar with the foundational technology within self-driving cars will happen through a mixture of educational and PR campaigns. The greatest players in self-driving tech are actually hard at work broadcasting their information. Â
Intel, for example , is already trying to demystify its self-driving car technologies. The company has one of the most recognizable encounters in the world behind its efforts, as well, with a new ad campaign starring LeBron Wayne and his new driverless car. Â
The ad displays how even a person of James’ stature can be apprehensive about getting into a self-driving car â? yet after a short trip in one, your dog is “fearless. ” LeBron’s smile worked magic for Nike and Sprite, so Intel’s betting he might possess the same success with autonomous automobiles. Â Â Â
Waymo also launched the multi-pronged public education campaign in order to spread the gospel of self-driving cars to the masses, teaming along with organizations like Mothers Against Driving while intoxicated (MADD) and the National Safety Authorities. The company will look to educate the public around the potential safety benefits that are forecasted to come with self-driving cars, having a focus on eliminating car crashes caused by human being error completely. Â
PR plus education programs like these will help earn the public’s good faith, all of while artificial intelligence becomes a lot more commonplace in other areas of our lives. Electronic assistants like Google Assistant plus Alexa will play a major role within familiarizing people with AI. This could eventually help establish trust in a driverless vehicle, especially when these digital co-workers become more common in cars and start controlling more components.
Ford CEO Jim Hackett might not believe in his company’s self-driving car technologies as it exists today â? yet he did say that he considers he’ll be comfortable taking a good autonomous ride “very soon. inch As Ford develops its technologies ahead of the 2021 target, his most significant job will be to make sure people are totally comfortable taking a seat in a vehicle that doesn’t need a driver.