General Motors targets eyes-off autonomous driving by 2028 using AI and immersive simulation

General Motors Advances Eyes-Off Driving Technology Through Simulation

General Motors is pushing the boundaries of autonomous driving with an ambitious target to launch eyes-off driving capabilities by 2028. At the company's Global Technical Center in Warren, Michigan, hundreds of volunteer drivers are participating in advanced testing using immersive simulation environments that replicate real-world driving conditions1

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. These 360-degree simulators track every aspect of driver responses, from eye movement and heart rate to stress levels, as participants navigate computer-generated scenarios including construction zones, rain, hills, and nearby traffic.

From Hands-Free to Eyes-Off: The Evolution of Super Cruise

Since 2017, General Motors has been selling vehicles equipped with Super Cruise, a hands-free assisted driving system that currently operates on over 630,000 roads across the U.S. and Canada2

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. The technology is now available across more than 20 different GM models spanning four brands: Cadillac, GMC, Buick, and Chevrolet. Tyson Becker, GM executive director for autonomous vehicle strategy and product, explains that the current system allows drivers to "take your hands off the wheel and keep your eyes on the roads, but safely enjoy a de-stressed drive"1

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The next generation of Super Cruise represents a fundamental shift in advanced driver assistance systems. This technology will permit drivers to safely divert their attention from the road entirely, enabling activities like checking phones, working on laptops, attending meetings, or watching movies while the vehicle handles driving tasks2

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. The system will debut on the Cadillac Escalade IQ luxury electric sport utility vehicle.

AI-Driven Data Collection Powers Autonomous Vehicle Safety

The development of eyes-off driving capabilities relies heavily on simulation combined with AI-driven data collection and artificial intelligence. One of the most challenging aspects of autonomous driving technology is predicting and responding to countless unexpected scenarios. Maureen August, senior manager at GM Research & Development, notes that the goal is "to really be able to take anything that our customers could experience out on the road"1

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Drivers of all experience levels participate in simulations featuring computer-generated highways and urban landscapes populated with virtual humans and roadway signage. From a nearby control room, GM monitors critical data points including heart rate, stress levels, eye tracking patterns, and attention duration. These technological advancements in simulation allow engineers to test responses to scenarios like animals or children running into roads, unexpected detours, or suddenly active construction zones.

Market Competition and Consumer Value Proposition

Sam Abuelsamid, vice president of market research at Telemetry, identifies eyes-off capability as "the turning point where consumers will be more willing to pay for this feature, because when you go eyes off, now you're really potentially giving the driver back some time"2

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. This represents a lucrative opportunity for automakers, as subscription-based autonomous driving features promise significant revenue streams.

General Motors isn't alone in this race. According to Abuelsamid, "2028 is the broad timeline when there's a whole group of companies that are all targeting launching systems like this that can operate at highway speeds, on a wider variety of roads than what we see with a lot of the systems today"1

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. The competition centers not just on developing the technology but on creating systems consumers trust enough to pay for.

Building Blocks: Current Advanced Driver Assistance Systems

The foundation for eyes-off driving rests on existing advanced driver assistance systems that have become increasingly common. These include automatic emergency braking, blind spot warnings, lane departure warnings, lane-centering assist, surround-view cameras, and driver attention monitors2

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. Each of these features contributes data and operational experience that informs the development of more sophisticated autonomous vehicle safety systems. Watch for GM to expand Super Cruise availability across additional models in coming years as the company builds toward its 2028 launch target.