Towards an AI by People's Sides

AI assistants have proliferated into the public consciousness in recent years, with systems that understand user instructions and act autonomously already being found in smartphones, smart speakers, and other devices. The in-vehicle AI agent being developed by Sony's Mobility Business Division goes further ─ by analyzing the driver's personality and the surrounding environment, the assistant creates natural, personalized conversations and suggestions. Users can also access the assistant through their smartphones, ensuring a seamless experience inside and outside the car. Function alone is not enough, however. So says leader of project planning from the Mobility Business Division Yusuke Takai: "If it only responds to commands, people won't feel any connection to it. We're aiming for an AI that makes you want it by your side."

Time spent in one's car is often more personal than people realize. That's why Takai wanted the AI to feel less like a tool and more like a companion. Through conversation, the agent gradually learns about the user, adjusting its tone and word choice over time.

"For example, if you say 'I'm hungry,' it'll respond with 'What would you like to eat?' Through these small verbal exchanges, it becomes someone you talk to." In Takai's words lies a wish to narrow the distance between people and AI. And to realize this "AI by people's sides," one essential element was the character itself.

A Beloved Face Born from Cross-Sony Collaboration

After more than two years of planning and discussion, the project creating Coco Cream took shape about a year ago when the Planning & Creative Team at SCP─known for creating and nurturing character IPs─joined the initiative. Hiroyasu Ito, General Manager of the IP Development Department, recalls, "we also considered using an already existing character, but as Sony Group is increasingly focused on developing original IP from scratch, I felt this project could become something truly exciting."

The team started by analyzing beloved characters from around the world and eventually arrived at an original design blending the friendliness of a rabbit with the softness of a sheep. Hiroshi Onita, Creative Director at SCP leading the creative direction for Coco, explains: "while we followed a design process based on strategy, our final decision was also based purely on feeling. I think we created a character who's irresistibly charming."

Coco is not simply just a mascot, having their own voice, personality, and mannerisms that make Coco feel like a genuine conversation partner. Coco loves yummy food, seeing new places, and playing with Nene─but hates carrots, and can get quite competitive!

Together, Coco and partner Nene form the duo "CocoNene", created with the goal to "make everyone smile." Their chemistry naturally creates stories that connect to the lifelike conversations of the AI agent. "Having a relationship between the two characters allows their story to expand," says Ito.

The development team emphasized empathy at the core of character creation. "We weren't trying to make them look 'Sony-like' at all," Onita says with a laugh. "But in the end, their personalities and desires naturally reflect Sony's Purpose ─ bringing fun and happiness. That's the case for these two, as well as us." Each character carries the creators' warmth and passion.

Character development leads Ito [left] and Onita [right]

Becoming Another Part of Everyday Life

Coco is planned to first appear on car navigation screens and smartphone interfaces, moving, changing expressions, and responding to prompts from the driver. Takai explains, "it would be wonderful if people wanted to meet the characters outside the car, too ─ like seeing them on social media or as merch. We hope Coco and Nene can become part of people's daily life."

Takai's wish has already begun to take shape, as Coco made their debut on Instagram and X on November 4, sharing short stories about the characters' everyday lives and staying connected with users. "People tend to forget things within 72 hours without interaction, so we want to make sure these characters are always there in people's lives," says Ito.

In the future, you might encounter the duo in other places, such as Sony Stores. "We want to create new forms of entertainment in the mobility domain ─ starting with cars, but not confined to them," Takai concludes.

As AI are blended with these characters, a new, human-centered experience begins. The story of these characters is just getting started, and soon, chatting with Coco and Nene in your everyday life may become a daily reality.