In an interview with IT Brew, BCG’s Vanessa Lyon analyzes how AI can be implemented across various facets of the automotive industry. While many manufacturers look to apply AI behind the steering wheel, the technology can also improve areas such as customer service and marketing. “There is, of course, software in the car, but you will have software in the engine,” Lyon asserts, adding that some automotive companies have yet to scale AI due to risks associated with managing vast amounts of data.