The news: In-car voice commerce has the potential to unlock a $35 billion annual opportunity for automakers, according to new research by in-car voice technology provider SoundHound AI. 

The hands-free tech integrates voice ordering, payments, and navigation directly into vehicles—transforming them into mobile commerce hubs that users are already familiar with.

Sixty-nine percent of car buyers prefer vehicle models with voice commerce, per the study, giving automakers opportunities in feature differentiation and a path to unlocking convenient functionality for their customers. 

By the numbers:

• 73% of US drivers with voice assistant access would be willing to pay for services and subscriptions for the convenience of voice commerce features—18% would pay per transaction, while 29% would pay for a subscription.
• 31% would tolerate ads, while 29% would share personal data in-vehicle voice assistant services.
• 84% would rather use in-car voice assistants over a mobile app interface, and 94% regularly place food orders while on the go using voice assistant technology.

Automakers have an opportunity for recurring revenues via premium services, ads, or data-driven personalization.

A natural interface for commerce: Voice commerce fits how most customers communicate—fast and hands-free. 

Humans speak about 150 words per minute but type only 40 words per minute on smartphones, making voice a preferable and safer interface for consumers. That’s especially relevant for residents in the 24 US states that prohibit drivers from using handheld phones while driving, per The Bureau of Transportation Statistics.

Caveats: Accuracy and trust in voice assistants is key, since errors in orders or payments could erode confidence. Regulatory scrutiny around data use and distracted driving could also tighten regulations. 

Key takeaway: Marketers and advertisers should prepare for a shift in automotive user interface by integrating voice-first campaigns into connected car ecosystems. 

Opportunities include forging partnerships with automakers and service providers for branded voice experiences, sponsored suggestions, and frictionless ordering while prioritizing transparency to satisfy safety regulators.