General Motors is expanding its autonomous driving technology to more of its vehicles as the automaker invests in AI and software that could become a growing source of revenue.
The automaker said Wednesday at its “GM Forward” event that it plans to expand “eyes-off” autonomous driving to pickup trucks, crossovers and large SUVs after the technology debuts in the Cadillac Escalade IQ in 2028.
“We’re changing what it means to drive, and transforming your car into an intelligent partner that makes your life easier,” GM Chair and CEO Mary Barra said.
The technology would allow drivers to take their eyes off the road while the vehicle handles driving under certain conditions, initially on highways before expanding to other roads.
“It’ll land in light-duty pickups, it’ll land in crossovers. It’ll start on highways, and it’ll expand off the highways for the rest of your drive,” GM Chief Product Officer Sterling Anderson said.
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GM’s longer-term vision goes further. The automaker eventually wants vehicles to be able to complete certain tasks without anyone inside, such as picking up groceries or dropping off laundry.
“Eventually, your car will be able to operate in what we internally call mission mode. Handling tedious tasks on your behalf, like picking up groceries and dropping off laundry without you even in it,” Anderson added.
The autonomous driving push is part of a broader effort by GM to build more software and AI capabilities into its vehicles.
The company is developing a centralized computing platform that will roll out across a broad range of its vehicles, while also introducing the OnStar AI Assistant, an in-vehicle tool designed to better understand drivers, their vehicles and their preferences.
The OnStar AI Assistant is expected to launch in the 2027 Cadillac Lyriq before expanding to more GM vehicles. It will be able to answer questions about a vehicle, control certain features and provide personalized assistance.
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Ed Nightingale, GM’s vice president of digital products, told FOX Business that the company is initially focused on using the OnStar AI Assistant to make it easier for drivers to interact with their vehicles.
“Initially, OnStar AI is really focused on deepening the vehicle experience,” Nightingale said.
GM is also seeking to address privacy and safety concerns as it rolls out more connected and AI-powered features.
Nightingale said customers will be able to see when their data is being shared and choose whether to opt in or out. Human OnStar advisors will also remain available as AI becomes more integrated into the service, particularly during emergencies.
“We always still have a human available,” he said. “A human being is always there to help you.”
GM is also including some digital services with new vehicle purchases. Nightingale said buyers receive eight years of OnStar Basics, which currently includes Google Gemini and will include the OnStar AI Assistant once it becomes available.
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Another upcoming feature, OnStar-connected cameras, will allow drivers to access recordings captured by their vehicle’s cameras following certain incidents. GM said the recordings will be protected by end-to-end encryption and accessible only to the authorized account holder.
The investments could also become an increasingly important source of revenue for GM.
UBS estimated last month that GM’s digital revenue could grow from $3.2 billion this year to $9.6 billion by 2036, calling the automaker’s digital capabilities an “underappreciated and undervalued opportunity.”
Reuters contributed to this report.
