You Scared, Bro? Maybe Your Autonomous Car Should Ease Your Fears

So why is so much money being invested in autonomous driving? Maybe Amazon’s impeding $1B purchase of the start-up Zoox makes good business sense considering packages don’t get nervous while being delivered, but it seems like General Motors’s $19B gamble on Cruise should consider this mass trepidation. As the former Vice President of Advanced User Experience Design at Mercedes said as early as 2014, “…designing to gain trust [in an autonomous vehicle] is an amazingly interesting design challenge – far different from [typical] technical problems.” Are there ways to mitigate the fears of the marketplace?

Interestingly, there may be.