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Bosch believes eye-tracking in cars may be used for more than safety.

Safety features like eye-tracking technology have existed in automobiles for years, particularly with driver aid software. The tech may have additional advantages, and Bosch is demonstrating two concepts at CES 2024 in Las Vegas this week.

The first example is simple and European. You’re going home when the automobile notices you’re sleepy. Would you want an espresso when you arrive? After saying yes, your sparkling Bosch (or other brand) linked automated espresso machine is ready when you come in.

The other is trickier: eye-tracking equipment may identify places of interest while driving, and the automobile could provide an explanation. It may then give you the hours of a local restaurant or the history of a castle on the horizon (very European).

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They’re the ideal half-cooked CES concepts since they seem obvious but may fall apart under investigation. Drowsy drivers probably drive home at night, which may not be the best time to drink espresso. Using a person’s flitting glance to identify a shop or location while driving is challenging.

Sometimes automobiles receive sophisticated electronics for banal but crucial reasons, spawning additional possibilities. The end use is what matters.

Bosch is only a supplier, so manufacturers must determine whether and how to use these concepts. Bosch’s ideas are a start, and larger manufacturers might build on this innovation. If an eye-tracking point-of-interest system is constructed, won’t manufacturers be tempted to sell advertising using that data, particularly as they develop hands-off and eyes-off driver assistance software?

In an interview, Bosch USA head of cross-domain computing solutions Stefan Buerkle said “pushing advertisements into the car is the opposite of reducing driver distraction,” but he doesn’t rule it out. He seems to believe the compromises might be worth it if the system works as designed and reduces vehicle phone use.

He explains, “Today, people expect, especially for information, an immediate answer.” If I need such information in a vehicle and can’t obtain it from the automobile, I grab my phone.

That’s true, and this week’s program will likely focus on it.

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