AI in Automotive: Leveraging Human Insight to Lead with Purpose

As AI continues to shape the future of the automotive industry, Dr. Charlene Wu is helping ensure that people remain at the centre of innovation. A behavioural scientist and Vice President of Human-Centered AI at the Toyota Research Institute, Dr. Charlene Wu brings a unique perspective on how diverse expertise can drive meaningful impact in emerging technologies.

Ahead of her keynote at the Women Automotive Summit: Detroit, titled “Leveraging Your Unique Strengths in an AI-Driven World,” we spoke with Dr. Charlene Wu about her career path, the intersection of behavioural science and AI, and why tapping into your individual strengths is more important than ever in this fast-evolving space.

Your background is in behavioural science—what initially drew you to AI and human-centered AI at Toyota Research Institute?

As a behavioral scientist, I’ve always been fascinated by how humans make decisions and interact with the world around them. When I started seeing how AI was entering that world with the potential to reshape our lives, I also felt an imperative to contribute to its potential for positive impact.

You’ve had an impressive career progression at Toyota Research Institute. Can you share some key milestones or pivotal moments that led you to your current role as Vice President of Human-Centered AI?

Throughout my career at TRI, I’ve embraced the philosophy of use-inspired basic research—an approach that blends fundamental scientific inquiry with real-world impact. This mindset has shaped how my team and I tackle complex challenges, allowing us to develop solutions that not only serve Toyota’s mission but also contribute to broader societal goals, such as addressing climate change and enhancing human well-being. This focus on meaningful, purpose-driven work has been a driving force behind my growth and progression into my current role.

AI is a hot topic in the automotive industry—from self-driving cars to smart mobility solutions. What do you see as the biggest opportunities and challenges in this space?

Beyond self-driving and smart mobility, one of the biggest opportunities lies in scaling AI solutions to drive sustainability—particularly through data-driven fleet management that can significantly reduce carbon emissions. A promising example is vehicle-to-grid technology, where electric vehicles not only consume but also supply energy back to the grid, creating a more resilient and efficient energy ecosystem. On the flip side, a major challenge we must navigate is data privacy. As vehicles become more connected and intelligent, ensuring the responsible use and protection of data is critical to maintaining public trust.

How does Toyota Research Institute approach the balance between AI innovation and human-centric design? What role does behavioral science play in this?

At Toyota Research Institute, our approach to AI centers on amplifying human potential rather than replacing it. By embedding behavioral science into the design of our AI systems, we enable more natural and adaptive collaboration between humans and machines. This integration allows us to model human behavior with greater fidelity—respecting the complexity, context, and richness of human decision-making. It’s a path toward creating AI that not only supports people in solving real-world challenges but also enhances the uniquely human aspects of how we live, work, and connect.

As AI continues to evolve, what leadership qualities do you think will be essential for professionals looking to make an impact in AI-driven industries?

Leading in an AI-driven space requires a mix of curiosity, empathy, and adaptability. Systems thinking helps me see the bigger picture—how technologies, people, and societal impact are all connected. But just as important is staying grounded in a human-centered mindset. I believe AI should always be in service of people—enhancing our lives, not replacing or distancing us. Finally, resilience and adaptability have been essential. Working in AI means things don’t always go as planned. You have to be comfortable with uncertainty, open to learning from failure, and ready to evolve, without losing sight of why you're doing the work in the first place.

If you could go back in time and give your younger self career advice, what would it be?

I’d tell my younger self to take more risks and trust the process, rather than focusing solely on outcomes. If I hadn’t stepped outside the boundaries of traditional behavioral science, I would have missed the chance to contribute to shaping AI in the world. Taking risks allowed me to combine my passion for understanding human behavior with the incredible potential of technology, opening up opportunities I never imagined.

Focus on leveraging your unique strengths instead of trying to fit into trends or predefined roles. The most meaningful work happens when you align what you’re best at with opportunities that allow you to create real value.

Most importantly, take care of what fuels you. For many, including myself, it’s family. My family inspires me and gives me the energy to do my best work. Prioritizing what truly matters isn’t a distraction—it’s what enables long-term success and impact.

AI is advancing rapidly—how do you keep learning and adapting in such a fast-moving field? Are there any books, resources, or habits you’d recommend to others?

While AI learning resources continue to multiply, focusing on purpose is essential—understanding how AI creates meaningful real-world impact has guided my learning journey.

Engage with others, both inside and outside the field, and connect with your community to see how AI can solve diverse challenges. Teaching has been invaluable for my own development—articulating concepts to others forces clarity in my thinking and exposes me to alternative perspectives and approaches.

I've discovered that the most creative insights rarely come from books or podcasts alone. The real magic happens through direct engagement with AI systems and thoughtful observation of human-AI collaborations in action. These hands-on experiences reveal unique human patterns and possibilities you might notice when others don't—insights that could lead to your most innovative contributions to the field.

Dr Charlene Wu - Vice President, Human-Centred AI 

Toyota Research Institute 

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Want to hear more?
Dr. Charlene Wu will be taking the stage at the Women Automotive Summit: Detroit, where she’ll present “Leveraging Your Unique Strengths in an AI-Driven World.” In this inspiring keynote, she’ll share how her background in behavioural science is shaping human-centred AI at the Toyota Research Institute—and why your unique perspective matters more than ever in the future of automotive innovation.

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