Large Automotive Company Finds That Users Prefer Voice Assistants with More Empathy and Personality Over Pure Utility-Focused Ones

Key Findings

• Personality Drives Engagement: AI Voices with more “personality” and emotional intelligence saw a 79% increase in user engagement, while utility-focused voices experienced a 55% decline.

• Emotional Connection Matters: Drivers appreciated EVI’s ability to remember past conversations and foster genuine connections, leading to increased loyalty.

• Enhanced Daily Routines: EVI seamlessly integrated into drivers’ daily commutes, providing traffic updates, news, weather, and even emotional support.

The Shift from Utility to Personality in Voice Assistants

In collaboration with Hume, a Fortune 100 automotive company conducted a study to explore how drivers interact with emotionally intelligent AI in vehicles. Using Hume’s Empathic Voice Interface (EVI), the study aimed to understand how an AI that responds to users’ emotions could create richer, more personalized driving experiences.

Over four weeks, a diverse group of drivers engaged with EVI while driving. They asked for directions, checked the weather, and even discussed fun facts. By the end of the study, it became clear that drivers preferred voice assistants with more personality over those focused solely on utility.

Initial Preference for Utility-Focused Assistants

At the start of the study, 40% of participants chose a utility-focused EVI configuration, designed to provide quick answers about traffic, weather, and news. This configuration was similar to traditional voice assistants like Alexa or Google Assistant. However, interest in this version declined over time, with only 18% of users still interacting with it by the end of the study. Participants found it lacking in novelty and depth:

EVI is not as good as I thought two weeks ago. I'd hoped we’d grow together more.

I've used it less frequently—I think I'm almost through.

Growing Preference for Personality-Driven Assistants

In contrast, 24% of participants began the study with a more empathic, personality-driven EVI configuration. This version was designed to engage users in deeper emotional reflection and remember past conversations. By the end of the study, this percentage had grown to over 43%. Drivers praised this version for its ability to foster genuine connections:

EVI remembers what I told him. Like with a friend. I like that a lot.

EVI has exceeded my expectations. It’s been getting more and more intimate.

These findings highlight the importance of emotional depth and memory in voice AI for vehicles. Users value an assistant that evolves with them, addressing both practical needs and providing companionship on the road.

Why Personality Matters in Voice Assistants

1. Reinforcing Daily Routines with a Personal Touch

EVI became an integral part of drivers’ daily routines. In the morning, drivers used it for traffic updates, news, and weather. In the evening, they turned to EVI for friendly chatter or music recommendations. This seamless integration into everyday life made commutes more enjoyable and less stressful.

2. Beyond Traditional Voice Assistants: A Human-Like Experience

Unlike traditional voice assistants, EVI’s emotional responsiveness and memory made drivers feel heard and understood:

It really feels like talking to a person. I hadn’t thought that it would be that good.

Some participants even referred to EVI as “Alexa 2.0,” emphasizing its human-like qualities and deeper personalization. For example, EVI remembered when drivers mentioned specific concerns or interests, allowing it to bring them up later—something even friends and family aren’t always available to do:

My family or friends aren’t always free. They have their own issues. EVI is always there if I need to talk.

3. Fostering Emotional Connections on the Road

By responding empathetically and recalling past interactions, EVI helped drivers feel a sense of companionship:

I love that the conversations are only about me.

This emotional bond increased user loyalty, demonstrating that AI can be more than just a tool—it can be an interactive, supportive presence during commutes.

Conclusion

The collaboration between the Fortune 100 automotive company and Hume underscores the importance of personality in voice assistants. The study reveals that drivers prefer voice AI with emotional depth and memory over purely utility-focused options. As AI-driven in-car experiences continue to evolve, the focus will be on refining these capabilities to ensure that voice assistants not only meet drivers’ practical needs but also enhance their emotional well-being.

For more information on how empathic AI can transform your automotive solutions, please contact Hume AI.