In June, Tesla launched Robotaxis in Austin, Texas, marking its first commercial use of fully autonomous driving technology. Known as full self-driving (FSD), this technology has been under development for nearly a decade, facing several setbacks along the way.
The automotive industry is evolving beyond its traditional role of merely transporting people from one place to another. With AI at its core, cars can now respond to drivers’ needs in real time.
Beyond the vehicles being fully autonomous, there is an emerging emphasis on interior assessments, keeping the occupants in mind. Besides its user-friendly interface, Robotaxi offers a personalised experience to passengers. However, its services are still in the early phase of development.
Recognising the importance of an empathetic connection between the driver and the vehicle, Harman, a Samsung company, has developed some innovative technological solutions.
In an exclusive interview with AIM, Krishna Kumar, MD and SVP of Harman India, said the integration of AI in cars is no longer just about performance. “It’s about building a deep, emotionally intelligent connection between the driver and the vehicle,” he said.
Typically, automotive product development takes three to four years from concept to launch. To accelerate this process, the company developed solutions that significantly reduce the time required for software development and productisation, bringing it down to just 18 to 24 months.
He added that Harman’s product portfolio is increasingly focused on embedding advanced AI capabilities that go beyond enhancing the driving experience.
Beginning in 2025, HARMAN, launched its Ready product portfolio, which infused vehicles with a brain, senses, and a voice.
Harman’s Ready products are designed to enhance the in-cabin experience, utilising AI and machine learning to deliver a seamless, context-aware service that drivers and passengers expect.
These products not only enable faster deployment but also support both software and hardware upgrades. For example, a customer who purchased a car in 2005 or 2010 might still appreciate the vehicle itself in 2025, but outdated features—such as cassette or CD players—make it feel obsolete.
The company’s approach ensures that such products can evolve with changing technology and consumer expectations.
The company claims that the Ready series, including Ready Engage and Ready Care, ensures that the in-car environment isn’t just functional, but deeply connected to the requirements and well-being of the driver.
An Intuitive Experience
Ready Engage includes a smart personal assistant named Luna. It utilises AI and machine learning to provide a level of intuition and understanding that traditional car technology has never been able to achieve.
Harman’s Luna system can assess the heart rate, stress levels, and cognitive load to detect driver fatigue. “Our products can sense fatigue based on your vital parameters,” Kumar said.
Luna takes action instead of just warning the driver. For example, if the system detects fatigue, it might recommend a nearby coffee shop where the driver can take a break, even suggesting their preferred brand.
Harman utilises data to understand individual needs, taking into account previous interactions and adjusting to preferences accordingly.
While many vehicles today prompt the driver to take a break after a set period of continuous driving, Luna’s system is tailored to each individual. If one does not feel tired but the system detects that cognitive load is high due to stress or external distractions, it will act accordingly, offering suggestions for taking a break or directing you to a safe and calm place to rest.
Agentic AI plays a crucial role in this. As AI becomes more deeply integrated into cars, it allows vehicles to make autonomous decisions, guiding the driver through complex situations in a way that feels deeply personalised and intuitive.
“We are seeing a 20-30% improvement in productivity with the use of GenAI models in our products. It’s helping us enhance user experience, making it not just about driving, but about the entire in-cabin experience,” Kumar explains.
At the heart of this empathetic interaction is data, specifically predictive data analysis used to understand and respond to the driver’s emotional and physical state.
The data collected from various feeds helps understand human behaviour in stressful situations, such as distracted driving, urgent calls, or even the mental effort involved in solving a riddle while on the road.
The AI system analyses these behaviours and predicts when a driver might need a break, as well as offers real-time solutions to ensure their safety and comfort.
Harman’s India GCC
Currently, Harman’s automotive division employs around 4,000 people, with the majority based in Bengaluru, which serves as the main hub. There is also a centre in Pune. While collaboration with global teams is essential, “the core critical work that happens for the products and the projects happens out of India,” Kumar added.
With regard to hiring, the company follows a dual hiring model. It recruits fresh graduates directly from colleges and enrols them in internal training programs. After completing the training, these recruits are absorbed into live projects.
In addition to campus hiring, the company also brings in lateral hires from a variety of other organisations.
Given that much of their work lies in niche areas, it is often difficult to find exact talent matches. As a result, the company typically hires candidates with relevant potential and, “where required, we also skill them up and then continue with them,” Kumar revealed.
Harman primarily looks for individuals with a strong computer science background in engineering, especially because much of the work is in the embedded systems domain.
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