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Artificial Intelligence in the automotive sector

As one of the largest sectors in the UK, the automotive industry is breaking barriers through innovation and advancements in technology.

Image source: PA Media

Innovation is integral to the UK economy and with more and more British companies investing in technological advancements we are well on the way to position ourselves as leaders in innovation. New developments from British car manufacturer Jaguar Land Rover is yet another game-changer in the automotive space; their recent developments in artificial intelligence has made it possible for the car to detect the driver’s mood and adjust the environment to reduce stress.

The firm has developed a mood detection system, using a driver-facing camera and biometric sensing to monitor the person behind the steering wheel, which is able to alter cabin features such as heating and ventilation in response to their facial expressions. Media and ambient lighting will also be adapted in a bid to calm the driver during tense moments on the road.


As we move towards a self-driving future, the emphasis for us remains as much on the driver as it ever has. By taking a holistic approach to the individual driver and implementing much of what we’ve learnt from the advances in research around personal wellbeing over the last 10 or 15 years, we can make sure our customers remain comfortable, engaged and alert behind the wheel in all driving scenarios, even monotonous motorway journeys.

Dr Steve Iley Jaguar Land Rover, Chief Medical Officer (Source: PA Media)

The company is hoping to expand the system in the future with more tailored comforts by enabling the AI to learn the driver’s preferences, meaning it can make more personalised changes such as starting a favourite playlist if signs of weariness are identified. Tests to bring similar technology to rear passengers are under way too, using a camera attached to the headrest, which could dim the lights, tint windows, and increase the temperature in the back of the car if tired expressions are detected on passenger faces.

Customer demand and especially the need to create personalised experiences through technology is driving innovation. In one of our recent posts on the impact of innovation in the home and new 5G technology; we have seen technological developments take a personal turn.

Mood detection is part of a wider effort by Jaguar Land Rover to improve the driving experience, aiming to create a sanctuary environment inside each of its luxury vehicles away from the hectic roads outside. Jaguar Land Rover recently confirmed that it is to build a range of electric cars in the UK, safeguarding thousands of jobs and delivering a huge boost to the industry after a series of setbacks in recent months.

Investment will be made at the firm’s factory in Castle Bromwich, West Midlands, with other sites and supply companies benefiting from the development. An all-electric version of the Jaguar XJ sedan replacement will be the first new battery-powered vehicle, followed by others.

Innovation is not just for large companies, over the years we have seen an increase in the number of SMEs driving innovation in their industries. The government is behind any company making advancements in technology through research and development and have developed incentives such as R&D tax credits and Patent Box to help companies do what they do best while supporting the UK economy.

If you are engaged in research and development or have a technological problem you are trying to solve or advancement you are making, get in touch with one of our advisors today and speak to a one of our technical experts who can help you unlock the value in your development.