Global automaker sets off AI transformation with a unique PoC

A leading automotive OEM partnered with Modus Create to run a collaborative Innovation Day workshop and help develop its AI strategy. The workshop inspired a mobile app PoC that used AI to provide intelligent, context-aware driver suggestions such as podcasts, scenic charging stops, and guided meditation. By delivering a successful PoC and unified data foundation, the OEM kick-started its AI journey with a strong foundation.

Our work involved

• Innovation Day workshop
• AI transformation roadmapping
• Mobile app PoC development
• Data engineering consulting

Impact

The global automotive industry is no stranger to change, but the sheer scale of current disruption is staggering.

Chinese EVs are reshaping markets, autonomous driving is advancing at breakneck speed, and air taxis are transitioning from science fiction to reality.

Yet, traditional automotive giants aren’t standing idle. They’re actively adopting next-gen technologies and redefining their roles in this rapidly shifting landscape.

Here’s how one of the world’s ten largest automotive OEMs (original equipment manufacturers) is leveraging AI to elevate the driver experience and outpace its competitors.

CHALLENGE

Lack of a cohesive data and AI strategy

To keep up with fierce competition, the OEM launched an innovation lab to fast-track its adoption of advanced technologies. Over the next few years, it gathered a treasure trove of data through several digital initiatives.

However, this wealth of information remained largely untapped without a cohesive data or AI strategy. It neither drove operational efficiencies nor enhanced customer experience.

Unlike traditional players struggling with insufficient data, the OEM faced the opposite challenge: an overwhelming surplus of data but no clear direction

That’s when the OEM’s innovation lab decided to bring in outside expertise. It turned to Modus Create to cut through the hype and lay a practical roadmap for AI transformation.

Unearthing ideas with an Innovation Day workshop

Modus Create organized Innovation Day, a two-day, in-person workshop designed to identify opportunities and align OEM’s stakeholders around a unified vision for AI implementation.

The workshop featured tailored presentations from our AI and data experts, designed to inspire and inform. We covered key topics such as:

• Discriminative (traditional) machine learning vs. Generative AI
• Real-world examples of intelligent apps using both traditional ML and Gen AI
• Iterative development strategies for data engineering and ML projects

The highlight of the event was a collaborative brainstorming session with OEM’s innovation lab. Together, we explored traditional ML and Gen AI use cases across the business, focusing on both impact and feasibility.

Ideas from the Innovation Day Workshop

As the driver experience has always been at the heart of OEM’s innovation, the team collectively decided to focus the first step in their AI journey on a smart curation system that enhances driver engagement. With all the stakeholders aligned, we started working on a proof of concept (PoC).

Integrating AI into the driver experience

Modus Create assembled a specialized team of AI tech leads and data engineers to collaborate with the OEM’s innovation lab. Their first step was to aggregate data from various sources and build a robust data pipeline using AWS infrastructure and tools, laying the groundwork for the smart curation system.

With this foundation in place, the team began developing a mobile app PoC for drivers. The app leverages AI to deliver intelligent, context-aware suggestions, such as recommending podcasts, scenic charging stops, or guided meditation. The PoC is designed to enhance the driving experience without overwhelming the users.

IMPACT

Gaining a competitive advantage with a successful PoC

The PoC marked a pivotal moment for the OEM. While still in its early stages, it demonstrated how AI could be systematically integrated into its operations to deliver business value.

The project provided:

• A unified data foundation to support the smart curation system and other future AI tools.
• An informed strategy for rolling out AI initiatives in incremental, manageable phases.
• A cultural shift within the OEM’s team, showing leadership and stakeholders what’s possible with AI when approached strategically.

By starting small and focusing on achievable goals, the OEM is now better positioned to navigate the complexities of AI adoption while staying ahead in an industry undergoing rapid transformation.

Curious how other automotive leaders are driving innovation with AI and digital solutions? Check out our automotive expertise page.