At CES 2025, auto industry suppliers highlighted a wide range of solutions for digital cockpits and advanced driver assistance systems. TomTom, a leading provider of mapping and location solutions, as noted in Counterpoint’s 2024 CORE rankings, focused on the integration of AI with its solutions and the related benefits. Counterpoint Research Associate Director, Greg Basich, sat down with TomTom's Global Head of Product Marketing, Cyril Leman, to talk about the company’s focus in 2025 and its approach to using AI.

The Interview

Key Takeaways from the Discussion

From TomTom’s perspective, the company uses AI to accelerate how it develops its own products and its ability to help its customers bring solutions to market, and how it can solve problems for end users.

•    One way the company is using AI is to build improved map products. The company can now provide 3D lane-level geometry in its Orbis Maps solution. TomTom uses machine learning and AI to automate its map creation and updating processes.

•    For developers, the company’s developer portal can now provide AI-based assistance, helping developers start using TomTom’s solutions quickly.

•    For end users, TomTom has enhanced the capabilities of its generative AI-based in-car personal assistant. For example, the company has found that end users know where they are going 90% of the time, so the assistant offers proactive advice to ensure they have a smooth journey.

•    One example involves the assistant checking traffic conditions and then advising the driver to leave earlier than planned.

•    Another example would be notifying the driver that another vehicle is occupying the EV charger near their workplace. From there, the assistant would inform the driver that another EV charger is available just a short distance away and then helps them locate that charger.

•    A third example would be to inform the driver regarding conditions along the route to pick up their child from a daycare location. The AI assistant can reassure the driver that traffic is light, reducing the driver’s stress levels.

Analyst Takeaways

•One of the major industry trends we noticed at CES 2025 was the incorporation of AI, and generative AI solutions in several ways. •TomTom is a good example of this, focusing not only on providing an in-car assistant that can help with proactive suggestions but also on using AI for product development to enhance the developer experience when using the company’s tools.