【 CES 2026 KEY INTERVIEW SERIES 】

Entertainment Technology Deep Dive  |  K-EnterTech Perspective

"You Won't Choose a Car—You'll Choose the Entertainment"

Xperi SVP Jeff Jury on the Future of

Immersive In-Car Entertainment Across Connected Platforms

Mercedes-Benz Full Dashboard Screen Launch | AI-Powered Context-Aware Recommendations | Robotaxi Content Strategy

— When Autonomy Goes Mainstream, In-Car Entertainment Becomes the ONLY Differentiator

▲ Xperi's prominent presence at CES 2026: The company's logo illuminates the Las Vegas Resorts World Hilton

Executive Summary

"You're not really going to care about whether those are Goodyear tires or who built the fender on this car. What really matters is the entertainment experience."

The competitive landscape of the automotive industry will fundamentally shift as the autonomous driving era unfolds. At CES 2026 C Space Studio, Xperi's Jeff Jury, SVP of Immersive Entertainment, made this bold prediction. The vision from this entertainment technology executive—appearing at CES for the fifth consecutive year—is clear: vehicles will no longer be mere 'transportation' but will become 'immersive entertainment spaces.'

Having just launched its full-dashboard screen service through a partnership with Mercedes-Benz, Xperi is mobilizing its entire technology portfolio—TiVo, AutoStage, and DTS—to realize its vision of 'seamless in-car entertainment.' A future where AI understands driver context and recommends content, where a single voice command delivers the desired experience—that blueprint was unveiled at CES 2026.

For K-Entertainment Tech companies exploring new opportunities at the intersection of content and mobility industries, this interview contains strategic insights that demand attention—particularly for those seeking to position Korean content in the emerging in-vehicle entertainment ecosystem.

▲ Jeff Jury (right) in conversation with James Kotecki at CES 2026 C Space Studio (Sponsored by IAS)

1. Xperi: At the Intersection of Content and Technology

Corporate Identity

Xperi defines itself as an "entertainment technology company." As Jeff Jury explained, "We have one foot in the content space and one foot in the technology space, and we bring that together to create immersive entertainment experiences in the home and in the car." Notably, Xperi operates not in the hardware business but in software, networking, and cloud-based services—working with whatever hardware solutions car manufacturers have adopted.

Core Technology Portfolio

2. CES 2026 Core Message: Seamless In-Vehicle Entertainment

Xperi's core message at CES 2026 centered on "seamlessly bringing entertainment together." Jeff Jury diagnosed that while abundant content is currently accessible in vehicles, it remains highly fragmented. The goal is to create an experience where consumers say, "This is great. It's seamless. I don't have to worry about where this all comes from, and I can just enjoy it."

Mercedes-Benz Partnership

At the CES 2026 Xperi booth, a Mercedes-Benz vehicle was showcased featuring a screen spanning the entire front dashboard. The system enables drivers and passengers to simultaneously enjoy different entertainment experiences. "Whether it's the driver or the passenger or anyone in the rear seat, you can have different entertainment experiences in the vehicle," Jury emphasized. "I think that's the future of where this is going."

3. Convergence of Autonomy and Entertainment

Jeff Jury views autonomous driving development as "a long progression." While full autonomy will take time, each incremental step of autonomy introduced to the market enables proportionally greater immersive entertainment experiences. Even as autonomous taxis operate on Las Vegas roads during CES 2026, consumers can enjoy increasingly immersive experiences as autonomy improves—even before reaching full autonomous capability.

Vehicle design will evolve to accommodate this trend. Screens can display driving controls when needed, then seamlessly transform into entertainment mode when passengers prefer to let the car drive. This future-proofing approach ensures vehicles remain relevant across the autonomy spectrum.

4. AI-Driven Paradigm Shift in Vehicle Experience

From 'Command-Based' to 'Exception-Based' Interaction

Jeff Jury predicts AI will transform vehicles from a "command-based" model to an "exception-based" model. The car will recommend actions based on the user's last two or three experiences. Users then manage by exception—saying "I want to do something different today" rather than providing explicit instructions each time.

AI Application Areas

5. Audio Content Trends: Podcasts at an Inflection Point

Jeff Jury identifies audio content consumption as being at a critical inflection point—between the era of 30-60 minute serialized podcasts and the TikTok world where "everyone wants everything in one minute." Some podcasts will become more snippet-oriented to match consumer expectations from other platforms, yet demand for long-form content persists.

Brands must choose between short-form strategies (quick information snippets) and long-form strategies (deep narratives). Where consumers go for quick updates versus in-depth storytelling will become a key brand differentiation point.

6. Robotaxis and Ride-sharing: The Game Changer

While ride-sharing will grow, "people still want their cars when they want them," Jury noted. In the robotaxi environment, the key questions become: How do you enjoy the immersive content experience when you get into a taxi? How do you personalize it? This represents a clear case where everything converges.

"It'll be the ONLY differentiator. When you pick your ride-share and it comes in, what's really going to matter to you is what you can do sitting in the back of that car. You're not really going to care about whether those are Goodyear tires or who built the fender on this car. What really matters is that entertainment experience you're having."

— Jeff Jury, SVP & GM of Immersive Entertainment, Xperi

7. Strategic Implications for K-EnterTainment tech Industry

Xperi's vision signals a fundamental shift in how content will be consumed and distributed. For Korean entertainment technology companies and content providers, this creates unprecedented opportunities to position K-Content within emerging in-vehicle platforms globally.

Recommended Action Items for K-Entertainment tech Stakeholders

1. Content Companies: Audit and enrich metadata for all K-Content libraries to support voice-based discovery in multiple languages
2. Korean OEMs: Develop pre-installed K-Content packages as differentiators for Hyundai/Kia/Genesis vehicles globally
3. Broadcasters: Create vehicle-optimized content formats—audio-enhanced dramas, commute-length episodes, and voice-interactive content
4. Music Labels: Invest in spatial audio production capabilities and establish partnerships with automotive audio technology providers
5. Tech Startups: Explore AI-powered content recommendation and voice interface solutions tailored for the in-vehicle entertainment market

Conclusion: Redefining the Mobility Experience

Xperi's vision at CES 2026 transcends mere in-vehicle entertainment—it heralds a fundamental redefinition of the entire mobility experience. As autonomous driving technology advances, vehicles are evolving from transportation tools into immersive entertainment spaces. At the heart of this transformation lies content aggregation, AI-powered personalization, and seamless user experiences.

For companies seeking to create new value at the intersection of entertainment and technology, Xperi's approach serves as an important reference case. Jeff Jury's prediction that "in-car entertainment will be the only differentiator" delivers a powerful strategic message to both the content industry and the automotive industry.

For K-EnterTech specifically, this represents a generational opportunity. Korean content—with its global appeal, passionate fanbase, and technological sophistication—is uniquely positioned to capture significant share of the emerging in-vehicle entertainment market. The companies that move quickly to establish partnerships, optimize content formats, and build the necessary metadata infrastructure will define the next chapter of Hallyu's global expansion.

2026: The year vehicles become entertainment destinations—and K-Content takes the wheel.

Coverage: CES 2026 C Space Studio

Interviewee: Jeff Jury, SVP & GM of Immersive Entertainment, Xperi

Interviewer: James Kotecki

Analysis & Report: K-EnterTech Hub

Publication Date: January 2026

This report is based on the CES 2026 C Space Studio interview content.