At Ghost Autonomy, we set out to completely redefine how people interact with vehicles. Much like the transition from Blackberry to iPhone, where multitouch technology redefined user expectations, we envisioned a future where AI would reimagine the entire vehicle experience. Our goal was to create a software-defined vehicle—one where fluid, intuitive interfaces empowered drivers to interact with their car by simply speaking to it, while the car took care of the rest. Through partnerships with OpenAI and integration of multimodal large language models (MLLMs), we aimed to make the vehicle interface disappear, becoming as effortless and seamless as a conversation with a friend.

This wasn’t just about creating a better vehicle—it was about transforming the car into the iPhone of cars, combining the adaptability of consumer technology with the safety and reliability of the automotive world. By making software the backbone of the vehicle, we unlocked the potential for ongoing updates, clarity of interface, and maximum sustainability, reinforcing the brand value as a fusion between the automotive and consumer tech worlds. Traditional automakers often struggle with this concept, lacking the agility or understanding of continuous software improvement. As Ghost's CEO noted, many traditional manufacturers still operate on five-year plans, while we expect models to improve in real-time, exponentially reducing the gap between innovations.