London – October 19, 2026 -- Global connected vehicle sales will rise from 68.3 million units in 2026 to 84.6 million by 2032, according to Frost & Sullivan, creating a larger addressable base for AI-powered in-car assistants as automakers adopt generative AI and intelligent voice interfaces to differentiate their vehicles.
The analyst firm's Frost Radar™: AI-Powered In-Car Assistants, 2026 benchmarks nine technology providers on growth performance and innovation capabilities: Cerence AI, Google, Amazon, Apple, SoundHound AI, Microsoft, OpenAI, Perplexity and iNAGO.
Nine providers span automotive specialists, consumer tech groups and general-purpose AI firms
The field combines automotive-focused technology specialists, established consumer technology companies and general-purpose AI providers, each with a different approach to the market.
Established technology companies draw on large consumer ecosystems and AI development resources. Automotive specialists compete on deeper vehicle integration, domain-specific expertise and flexible deployment models, according to the report.
Voice control is becoming standard, shifting competition to proactive assistance
As basic voice control becomes a standard feature, differentiation is moving toward proactive assistance, personalised services, integration with vehicle systems and secure management of driver data. The research identifies generative and agentic AI, multimodal interaction and hybrid edge-cloud architectures as the key technologies enabling more sophisticated in-car experiences.
In software-defined vehicles, assistants are evolving beyond basic voice commands. They can anticipate driver needs, deliver personalised recommendations and link vehicle functions with wider digital ecosystems.
Automakers target premium subscriptions and in-car commerce
Advances in AI and connectivity give automakers new routes to monetise connected services. Frost & Sullivan cites premium subscriptions, features on demand and hands-free commerce, including EV charging, parking and other in-vehicle transactions.
Gautham Prakash Hegde, Growth Expert at Frost & Sullivan, said assistants are becoming a central interface for the software-defined vehicle, and that combining AI capability with vehicle integration, security and personalisation will matter more as competition intensifies.
The study also stresses collaboration among automakers, technology providers and ecosystem partners to deliver scalable, reliable and secure AI experiences across increasingly complex vehicle platforms.