In-Car Voice Commerce Could Unlock $35B Annually for Automakers, Research Highlights Strong Consumer Appetite

SoundHound AI, Inc. (Nasdaq: SOUN), a global leader in voice artificial intelligence, today released findings from a new study, commissioned by the company, revealing that consumers are eager to embrace in-car voice commerce. The findings point to an untapped opportunity for automakers to unlock new monetization and revenue streams, deepen customer loyalty, and enhance the in-car experience – with the technology projected to be worth $35 billion annually ¹.

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Voice commerce integrates ordering, payments, loyalty, and navigation directly into a car’s voice assistant to provide a seamless, hands-free experience powered entirely by voice. Based on projected new vehicle shipments, SoundHound estimates that in-car voice commerce represents up to a $35 billion annual opportunity for automakers.

Monetization Potential

According to the independent study, 73% of U.S. drivers who use or have access to voice assistants in their vehicles are willing to share value in exchange for voice commerce functionality. Specifically, 46% would pay to access the service, – 18% would pay per transaction, 29% would pay a small subscription fee – 31% are open to hearing a few ads per hour, and 29% would share personal data.

This consumer openness presents automakers with multiple monetization pathways, ranging from paid premium services to ad-supported experiences and data-driven personalization – delivering a new, post-sale, revenue engine that adds to the customer experience.

Revenue Impact

Voice commerce will also directly influence purchasing decisions. The study found that 69% of consumers currently in the market for a new vehicle say they would prefer a car with in-car voice commerce capabilities over one without. For automakers, this adds a new layer of opportunity, differentiation, and revenue upside during the consideration phase.

Loyalty Opportunity

In a market where automotive brand loyalty is declining – 47% of U.S. consumers are open to switching car brands, according to Statista – voice AI can help OEMs stand out. By delivering utility beyond traditional in-vehicle controls, brands can increase loyalty.

72% of respondents said they would ask their voice assistant for product or service recommendations, positioning the assistant as trusted consumer companions and the brand as the facilitator of everyday needs. This behavior transforms the cockpit experience into a recurring brand engagement and commerce touchpoint.