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

• Published in: Journal of retailing and consumer services 2025-05, Vol.84, p.104195, Article 104195
• Main Authors: Banda, Lakshmi Ganesh, Chandra, Shalini
• Format: Article
• Language: English
• ISSN: 0969-6989
• DOI: 10.1016/j.jretconser.2024.104195

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. The study employs a mixed-methods approach, combining qualitative methods, such as encoding and thematic analysis of user interviews, with quantitative data analysis to identify trends and patterns across diverse demographic and geographic contexts. enables an in-depth exploration of user perceptions and the identification of critical factors influencing AV adoption. By evaluating these perspectives, the study aims to uncover how natural intelligence can bridge the gap between technological innovation and human acceptance. The findings are anticipated to provide valuable insights into the design and implementation of AV systems that resonate with users on both cognitive and emotional levels, ultimately facilitating a smoother transition to autonomous transportation. Furthermore, ongoing collaboration between technology developers, regulatory bodies, and end-users will be essential in creating robust frameworks that ensure AV systems operate safely and ethically, paving the way for their widespread adoption.