AMD 2025 automotive predictions: transforming the driving experience

Today’s consumers prioritise how seamlessly their vehicles integrate with their digital lives, delivering personalised, connected, and immersive experiences. This shift encompasses far more than infotainment, with innovations extending to every seat in the cabin. Whether it is Internet connectivity, streaming media, gaming with console-level graphics, or individually tailored AI assistants, the IVX is poised to become the defining factor in car design and purchasing decisions. As automakers invest in centralised computing architectures, advanced AI solutions, and cutting-edge sensor technology, the car is being redefined as a hub of convenience, safety, and personalisation for all occupants.

As automotive innovation accelerates, AMD experts share key 2025 trends:

Not just infotainment, but the complete in-vehicle experience (IVX) will become the primary focus of auto maker’s designs 

“It’s no longer the engine or infotainment that drives car sales. Most consumers today are much more concerned with what the in-cabin experience is going to be, than the size and power of the engine. IVX goes far beyond simple driver experience. There is a growing demand for IVX to expand throughout the entire vehicle to include all passengers. Some of the premium experiences under development include a display for each passenger, Internet to allow passengers to surf the Web, streaming video and console-class gaming requiring high-resolution graphics, and an immersive audio experience for each seat. It is the fully integrated In-Vehicle Experience (IVX) – from infotainment, cluster, and safety to gaming, connectivity, and personal digital assistants – that will define the car for the consumer,” said Amey Deosthali, Senior Director, Embedded Product Marketing, AMD.  

Personalised In-vehicle Experience (IVX) capabilities will drive the need for AI agents  

“Today, the chatbots and digital assistants that are being developed to enhance the driving experience are built on foundational technology such as ChatGPT and Microsoft Copilot. However, the consumer preference is towards a more personalised experience inside the vehicle. Unique features like adjusting the driver’s calendar based on commute time, recommending restaurants based on the driver’s history, and playing music aligned to the drivers' tastes will drive the need for AI agents. These In-vehicle localised AI agents will make the vehicle an extension of the driver’s phone or computer, enhancing convenience and personalised experiences that seamlessly integrate everyday life into vehicle operations. Hybrid AI architectures built on CPU, GPU, and NPU, such as the ones offered within Ryzen Embedded processors, are required to enable AI-agent-based solutions and deliver the best in-vehicle (IVX) experiences for consumers,” continues Deosthali.  

Centralised computing becomes the dominant architecture in vehicles 

“With the rise of electric vehicles and innovative ADAS, safety, and infotainment systems – many driven by AI, the automotive industry is experiencing massive changes,” said Wayne Lyons, Senior Director of Marketing, Automotive Segment, AMD. “Size, cost, and power constraints, along with the desire to embrace the era of Software Defined Vehicle by enabling OTA updates, are driving automotive design to use more centralised computing architectures to consolidate ADAS and IVI functions and reduce complexity. Rather than have many intelligent subsystems, automotive OEMs are moving to designs where intelligence is split between the edge and hub/domain/zonal controllers. For example, rather than having an MCU for each sensor, centralising the compute in a hub, domain, or zone can consolidate data collection. This approach helps reduce wiring complexity, cost, and power consumption.”    

Premium AI-enhanced features will become an automotive industry standard 

“Technology becomes more affordable over time, and the automotive sensor and computing sector is no different,” said Lyons. “Premium safety features such as ‘blind spot detection’ used to be expensive and found only in high-end vehicles. With smart sensors and in-vehicle computing capabilities becoming both smarter and more affordable, we’ll see advanced AI-enable features, such as parking assist or autonomous assisted driving, reach the mass-market. For the AI-enabled cars of tomorrow, these will become standard features required in all vehicles.” 

Continued integration of LiDAR, radar, and camera sensors will make vehicles safer 

“Advanced Sensors will make a significant impact on ADAS solutions by providing more accurate data and improving safety manoeuvres, from lane-keep-assist to auto parking and braking,” said Lyons. “As the number and different types of sensors within the vehicle, such as cameras, radar and LiDAR, continues to rise each year, pioneering companies like Waymo have already logged millions of autonomous miles in vehicles that leverage all three technologies. In addition, emerging EV companies in China are leveraging advanced sensors like LiDAR to differentiate their safety offering in the fiercely competitive EV market. To achieve the real-time performance required so the various sensor data can be used in real-world driving situations, developers will need a flexible architecture that can provide the necessary performance with functional safety, all on a single chip.”