Reference project

Škoda Vision O introduces a proactive AI companion

In short

Services

Product design

Industry

Automotive

Tags

AI
customer journey
HMI
Innovation
Loyalty
Mobile
Omnichannel

Visit

www.skoda-auto.com

Context

Škoda Auto is building the future of mobility on more personal relationships with its customers. A testament to this vision is the Vision O — an electric estate concept that paves the way for intelligent and sustainable mobility. For this model, we jointly designed the vision of a next-generation AI experience.

The result is “Laura” — an AI companion powered by Gemini, designed to turn everyday driving into a journey of discovery and delight.

Challenge

The task was to define an innovative, brand-defining in-car experience that would resonate with the “Everyday Explorer” audience and set Škoda apart in the rapidly evolving landscape of intelligent mobility.

Solution

We created the strategic concept for a proactive AI companion that adapts to the driver’s daily rhythm, seamlessly blending routine with moments of surprise and discovery.

The Challenge: Envisioning a Human-Centered Future

The brief wasn’t to fix today’s problems, but to imagine tomorrow’s driving experience. How could in-car AI evolve from a reactive assistant into a proactive companion that genuinely understands and enriches everyday life?

For “Everyday Explorers” — people who value routine yet crave new experiences — the solution needed to merge the predictable with the surprising, making every trip feel personal, seamless, and inspiring.

Our Solution: An AI with a Circadian Rhythm

We built the concept around the idea of a “circadian rhythm,” envisioning Laura as a context-aware companion that evolves with the driver’s day. Integrated between a companion app and the car’s infotainment system, Laura anticipates needs and creates moments of delight.

Morning Boost – Laura syncs with the driver’s calendar, checks traffic, adjusts climate, ensures charging, and even suggests a coffee stop. She welcomes the driver with a custom playlist, turning the commute into a smooth start.

Midday Flow – Around lunch, Laura recommends favorite restaurants with live offers, checks parking, and adapts plans based on busyness. Later, she proposes energizing activities — from gym sessions to live events — making it easy to balance work and leisure.

Evening Wind-Down – At day’s end, Laura suggests nearby charging with the right timing for tomorrow, sets a calming playlist, and ensures the car is prepped for the next morning.

Beyond daily patterns, Laura handles situational needs, like pre-heating the cabin on cold mornings or adjusting seating after a shopping trip.

Our role was to architect this vision — defining Laura’s core behaviors, mapping “exploration scenarios,” and delivering a tangible strategy and app concept showcased at the Vision O launch.

Strategic Impact on the Škoda Brand

A Vision of Innovation – A detailed, human-centric roadmap for AI-driven mobility positions Škoda as a leader in automotive experience design.

Emotional Brand Connection – By embedding joy and discovery into daily routines, Škoda strengthens loyalty among “Everyday Explorers.”

Appeal to New Generations – Personalized, intelligent, seamless technology differentiates the brand in a competitive market.

A Blueprint for Tomorrow – The concept now serves as a guiding framework for Škoda’s development teams as they move toward future launches.

Building on Škoda's estate segment leadership in Europe, the Vision O concept presents the brand’s electrified future and the evolved Modern Solid design language.