Phiar Technologies working with Qualcomm to transform automotive cockpits with Spatial AI-powered AR HUD navigation


In Augmented Reality News 

January 5, 2021 – Phiar Technologies, provider of AI-powered augmented reality (AR) navigation solutions for driving, and Qualcomm Technologies, Inc., a global provider of semiconductors and XR technology, have recently announced the companies’ work to transfigure how people navigate, interact, and experience the world through vehicles.

Through the companies’ working relationship, Phiar will bring its computer vision-based spatial artificial intelligence (AI) technologies to Snapdragon Automotive Cockpit Platforms to support intelligent AR heads-up display (HUD) navigation and situational awareness for next-generation automotive in-vehicle infotainment (IVI) environments.

According to Phiar, today, drivers are facing cognitive overload from having to interpret a multitude of information and notifications from the cockpit, while still trying to interpret directions on a 2D map, resulting in a non-optimal driving experience. Aiming to address this, Phiar is working with Qualcomm Technologies to transform navigation experiences by bringing seamless AI-powered road perception and AR navigation to video and HUD-based automotive IVI environments.

Gene Karshenboym, CEO of Phiar Technologies, said: “At Phiar, we’re dedicated to delivering drivers an AR navigation experience either on HUD or video screen that is unparalleled because they see intelligent navigation guidance in real-time for more intuitive driving, without the need to look at a map. Working with Qualcomm Technologies and the Snapdragon Automotive Cockpit Platforms has empowered us to continually innovate on our existing high standards in AR navigation design, and to deliver the first-rate infotainment services and digital cockpit solutions demanded by modern consumers.”

Bill Pinnell, Vice President, Product Management, Automotive at Qualcomm Technologies, Inc., said: “There is a growing expectation among consumers and automakers for sophisticated and truly connected digital cockpit solutions. Qualcomm Technologies is delighted that our next generation Snapdragon Automotive Cockpit Platform is helping bring the future of driving navigation to consumers through Phiar’s innovative platform.”

To learn more about Phiar Technologies and its automotive augmented reality solutions, please visit the company’s website.

About the author

Sam Sprigg

Sam is the Founder and Managing Editor of Auganix. With a background in research and report writing, he has been covering XR industry news for the past seven years.