This seems to be the weekend for autonomy. It seems like everyone who is able to be getting their hand in the pot that is self-driving cars. This time it comes from 2 new partners, one more expected than the other.

Intel recently announced that they will be working with Warner Bros to develop new in-car entertainment systems.

The partnership will be focusing on providing entertainment to passengers of self-driving vehicles while they ride to their destinations. The 2 companies plan to demonstrate what in-car entertainment will look like in the future. So far the idea of entertainment companies utilizing this newfound downtime has been left largely untouched. The average American spends about 300 hours driving a vehicle each year, that's about two-and-a-half times as long as The Voyage of the Titanic. Now it's time that Intel and Warner Bros are looking to capitalize on.

They aren't limiting themselves to just video content. Intel believes that virtual and augmented reality has potential. One example is to recreate the Batmobile via VR technology in your car. Augmented reality has potential to highlight the world around you while the car does the driving.

Though with great power comes great responsibility. As fun as it sounds to become Batman every time you drive, there's a great deal of potential to be had with in-car entertainment in regards to advertising. When your entertainment system knows your location, driving habits, and even preferred stops, it becomes a lot easier to target advertisements. It knows its 6 pm after work, and you'll be driving past a Burger King on the way home, why not display a burger king ad?

What will come of this remains to be seen, though I remain skeptical.