LAS VEGAS (AP) — In a vision of the near future shared at CES, a girl slides into the back seat of her parents’ car and the cabin instantly comes alive. The vehicle recognizes her, knows it’s her birthday and cues up her favorite song without a word spoken.

“Think of the car as having a soul and being an extension of your family,” Sri Subramanian, Nvidia’s global head of generative AI for automotive, said Tuesday.

Subramanian’s example, shared with a CES audience on the show’s opening day in Las Vegas, illustrates the growing sophistication of AI-powered in-cabin systems and the expanding scope of personal data that smart vehicles may collect, retain and use to shape the driving experience.

Across the show floor, the car emerged less as a machine and more as a companion as automakers and tech companies showcased vehicles that can adapt to drivers and passengers in real time — from tracking heart rates and emotions to alerting if a baby or young child is accidentally left in the car.

Bosch debuted its new AI vehicle extension that aims to turn the cabin into a “proactive companion.” Nvidia, the poster child of the AI boom, announced Alpamayo, its new vehicle AI initiative designed to help autonomous cars think through complex driving decisions. CEO Jensen Huang called it a “ChatGPT moment for physical AI.”

But experts say the push toward a more personalized driving experience is intensifying questions about how much driver data is being collected.

“The magic of AI should not just mean all privacy and security protections are off,” said Justin Brookman, director of marketplace policy at Consumer Reports.

Unlike smartphones or online platforms, cars have only recently become major repositories of personal data, Brookman said. As a result, the industry is still trying to establish the “rules of the road” for what automakers and tech companies are allowed to do with driver data.

That uncertainty is compounded by the uniquely personal nature of cars, Brookman said. Many people see their vehicles as an extension of themselves — or even their homes — which he said can make the presence of cameras, microphones and other monitoring tools feel especially invasive.

“Sometimes privacy issues are difficult for folks to internalize,” he said. “People generally feel they wish they had more privacy but also don’t necessarily know what they can do to address it.”

At the same time, Brookman said, many of these technologies offer real safety benefits for drivers and can be good for the consumer.

On the CES show floor, some of those conveniences were on display at automotive supplier Gentex’s booth, where attendees sat in a mock six-seater van in front of large screens demonstrating how closely the company’s AI-equipped sensors and cameras could monitor a driver and passengers.

“Are they sleepy? Are they drowsy? Are they not seated properly? Are they eating, talking on phones? Are they angry? You name it, we can figure out how to detect that in the cabin,” said Brian Brackenbury, director of product line management at Gentex.

Brackenbury said it’s ultimately up to the car manufacturers to decide how the vehicle reacts to the data that’s collected, which he said is stored in the car and deleted after the video frames, for example, have been processed. “

“One of the mantras we have at Gentex is we’re not going to do it just because we can, just because the technology allows it,” Brackebury said, adding that “data privacy is really important.”