The world around us is changing ever so rapidly and everything including car is now becoming connected. As it all started with fast driving , then came the need for safety, followed by the desire for comfortable and fun driving. And today, we are now on the brink of the autonomous driving era. But Kia Motors thought the car, which is reading the driver's emotions lie beyond autonomous driving. Therefore, Kia Motors developed technology that intelligently cater to people and our emotions in real-time. And by creating and experiencing the module with this technology, we aimed to make people feel a joyful driving experience.

We analyzed over 4 million data related to cars and we draw out 4 emotions that affects driving from the many human emotions : Joyful, Bored, Surprised and Tired.

And then we built the optimized modules which read the driver’s emotions and created a personalized experience. Joyful contents when the driver is feeling bored, fun contents when joyful, relaxing contents when surprised, peaceful contents when tired.

After grasping the driver's emotions, the video was played to the front and side of the module's interior, and music, seat vibrations and scents that fit the video were also included.

Kia Motors first focused on identifying the driver’s emotions in a driving environment to create effective creatives for the R.E.A.D system. In order to do so, we conducted online social big data analysis of “driving”. More than 4 million buzz data were collected through various online channels: portals, blogs, communities, and SNS.

After collecting data, we initiated topic clustering analysis through Artificial Intelligence machine learning system.

In the result of analysis, we found out there were four representative emotions that drivers have while they are driving: Joyful, Bored, Surprised, and Tired.

To analyze real effectiveness of the experiential module, we gathered before/after data through the module software. It can collect the first emotion data when the participants get in the module and the final emotion data when they get off the module.

From this data, we got the result that the rate of joyful emotion of the driver increased 220% after experiencing the module. And this is for all the public to enjoy and experience, allowing both men and women of all ages, not limited to the driver.

Kia Motors puts priority on developing optimized and personalized technology so that all consumers can have a joyful mobility experience. We intend to display and operate modules on as many on-site events as possible so that many consumers can easily understand and experience the technology.

First, we presented and operated for 4 days at CES 2019, which drew 1.82k visitors, followed by the Seoul Motor Show, which drew 600,000 visitors in March.

And in April at Auto Shanghai, Asia’s largest motor show, where 1.5k visitors will come, it will be presented and operated to Chinese consumer.

Furthermore, in the second half of the year, it will provide experience opportunities for many consumers around the world, including Europe and other Asian regions.

The rate of joyful emotion of the driver increased 220% after experiencing the module and 75.2% of the participants left with a positive impression on site.

The impression of Kia Motors’ brand changed based on consumer’s experience at Kia’s booth, especially the improvement of the Futuristic image stand out with 76.4%.

More than 50 media and press have covered it to the public, and the numbers continue to rise. And highlights and consumer’s reaction online video of Kia’s new technology have nearly 1 million views in total.