Automotive World reports that automotive manufacturers are advanced in deploying physical AI, with **ADAS** features already standard in most new vehicles. The article by Kedar Pathak highlights growing in-cabin AI and hyper-personalisation, and cites a **McKinsey & Co** study from **August 2025** finding **38%** of premium car owners would consider switching brands for a better digital experience. Automotive World reports that physical AI cannot rely on cloud connectivity because vehicles encounter connectivity blind spots and cloud round-trip latency, so many safety-critical and real-time experiences require on-vehicle compute. The piece frames **edge engineering** as the technical approach automakers and Tier 1 suppliers must address to meet latency, reliability, and user-experience requirements.
