There is no hotter topic in the automotive industry right now than artificial intelligence, and for good reason. The 2025 U.S. Tech Experience Index (TXI) Study by J.D. Power highlights how this technology is completely reshaping the driving experience. With a focus on user satisfaction and innovation, the study provided a comprehensive look at how automakers are integrating not just AI but other innovative technology to meet evolving consumer expectations.
Now in its 10th year, the TXI Study, based on feedback from over 76,000 vehicle owners, introduced a new “smart vehicle” category in 2025. The category spotlights AI-driven features designed to meet driver needs. These include smart ignition and climate control, as well as other technologies paving the way for a more intuitive and seamless experience.
“Smart technologies appear to not only anticipate the driver’s needs but also reduce the cognitive workload and some of the difficulties that drivers face with digital systems,” said Kathleen Rizk, senior director of user experience benchmarking and technology at J.D. Power. “Ultimately, what matters most to vehicle owners—and therefore to automakers and suppliers—is how useful the technology is and whether it enhances their driving experience.”
Smarter Cars, Happier Drivers
AI-powered features are making vehicles smarter and more user-friendly. One such example is smart climate control systems, which automatically adjust heating and cooling for optimal comfort. This tech has already shown significant improvement year over year. This has led to higher satisfaction scores in both the Initial Quality Study (IQS) and the Automotive Performance, Execution, and Layout (APEAL) Study, demonstrating the value of these innovations.
These advancements are not just about convenience. They’re about creating a better connection between drivers and their vehicles. By reducing the complexity of digital systems, smart technologies are helping drivers focus on the road while enjoying a more comfortable and efficient experience. However, as these systems evolve, continued development will be key to addressing any lingering challenges.
Innovation Meets Growing Pains
Not all innovations are without their hiccups. Take “car wash mode,” a feature designed to prepare vehicles for car washes by closing windows and disabling wipers. While promising in theory, its poor accessibility within infotainment systems has left many users frustrated. 38 percent of drivers report needing better instructions, while others find the feature too slow to execute, limiting its adoption.
Similarly, while in-vehicle payment systems are making a comeback, with 62 percent of drivers expressing interest in using them for parking, fuel, and tolls, they were not always this appealing. Previous iterations were plagued by clunky interfaces and limited app options. Automakers have since had the opportunity to refine these systems, focusing on simplicity and convenience to meet growing consumer demand.
“While smart technologies are not without issues, they represent a meaningful step forward, said Rizk. “Continued development will be essential to address current challenges and maximize their effectiveness.”
Customer Favorites and Industry Leaders
Plenty of technology has already won over consumers. Blind spot cameras are a must-have feature, with 93 percent of drivers using them regularly and 74 percent wanting them in future vehicles. These cameras not only improve safety but also influence purchasing decisions, as used vehicles equipped with them tend to sell faster than those without.
On the brand front, Genesis continues to lead in innovation among premium brands for the fifth consecutive year, while Hyundai dominates the mass market for the sixth year. Cadillac, Lincoln and Kia all ranked highly in their respective bracket as well.
The TXI Study also highlights standout technologies that are redefining the driving experience. The Land Rover Defender’s advanced air purification system, for instance, has earned accolades for its comfort and convenience. Similarly, the Genesis GV80 and Hyundai Santa Fe have been recognized for their phone-based digital keys, which offer a seamless and secure way to access vehicles. Electric vehicles are also making waves, with the Kia EV9’s one-pedal driving feature standing out as a favorite among consumers.
The Next Tech Hurdle: Recognition Systems
As vehicles become more connected, recognition technologies are emerging as the next big advancement Features like biometric authentication, touchless controls, and driver monitoring are designed to enhance security and usability. However, these systems often face performance inconsistencies, with biometric authentication alone reporting 29.2 problems per 100 vehicles.
Despite these hurdles, recognition systems represent a significant step forward in automotive innovation. By focusing on improving reliability and user experience, automakers can turn these technologies into valuable assets that enhance the overall driving experience. The key will be balancing advanced functionality with ease of use.
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