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Natural intelligence in autonomous vehicles: Redefining the path to human-centric adoption

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  • Banda, Lakshmi Ganesh
  • Chandra, Shalini

Abstract

The adoption of autonomous vehicles (AVs) has the potential to transform the transportation landscape, offering significant benefits, such as enhanced safety, reduced traffic congestion and greater accessibility. However, achieving widespread acceptance of AVs presents a formidable challenge, primarily due to concerns surrounding trust, ethics and the perceived reliability of these systems. This research underscores the necessity of human-centred design principles in AV development, emphasising the integration of intuitive and cognitive features that closely mimic human decision-making processes. By embedding emotional intelligence, ethical considerations and transparent communication mechanisms into AV technologies, developers can bridge the gap between human expectations and machine behaviour, enhancing user experience and fostering a sense of security and reliability.

Suggested Citation

  • Banda, Lakshmi Ganesh & Chandra, Shalini, 2025. "Natural intelligence in autonomous vehicles: Redefining the path to human-centric adoption," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    • Handle: RePEc:eee:joreco:v:84:y:2025:i:c:s0969698924004910
    DOI: 10.1016/j.jretconser.2024.104195
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