The language we use is important, even when talking about robocars.
That became apparent last week when the Associated Press updated its style guide to avoid the term "semi-autonomous" for systems like Tesla's Autopilot, General Motor's Super Cruise, and Nissan's ProPilot Assist.
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Instead, the style guide suggests those systems should be labeled as "partially" automated or as an advanced driving assistant. The thinking follows that calling Autopilot (already criticized for its misleading name) semi-autonomous makes it seem like the car can drive on its own. But it always requires a human driver behind the wheel and paying attention — that's something even Tesla emphasizes.
Just this week in Taiwan, a Tesla reportedly driving on Autopilot with a driver didn't respond to an overturned truck on the highway, and the car drove straight into the truck. A self-driving system is expected to handle a situation like this on its own. But a partially automated system like Autopilot puts the onus on the driver to snap to attention when the software doesn't figure out what to do in time.
A General Motor's spokesperson said its Super Cruise system is referred to "as a driver assistance feature." It's available on certain GM vehicles that allow for hands-free driving on certain stretches of highway across the U.S. and Canada. It monitors drivers with eye-tracking cameras to make sure they're paying attention even when their hands are off the wheel.
Nissan's lead tech engineer for Intelligent Transportation Systems said in an email that its ProPILOT Assist system is "fundamentally a driver-assist system" and that by "framing the feature as an assistant, a support feature, or an aid ... an individual doesn’t confuse their role as the driver or think the system/feature is 'driving' the vehicle." This aligns with the new guidance.
Tesla did not respond to a request for comment on the terminology change.
During a Partners for Automated Vehicle Education (or PAVE) autonomous vehicle safety coalition webinar Wednesday, Aurora CEO Chris Urmson touched on the importance of how self-driving tech is branded. His Amazon-backed company is creating a self-driving system called Aurora Driver that can be used in any vehicle.
"There's incredibly useful, technologically brilliant driver assistance systems that ... have been branded with words that generate some confusion around whether they are an assistant or actually driving for you," he started. "Driver assistance is great, it's important, and it will save lives and will make driving tremendously easier for people. But it's different than automated vehicles or self-driving vehicles."
Our labels matter.
UPDATE: June 6, 2020, 3:22 p.m. UTC The National Highway Traffic Safety Administration wrote in an email to Mashable that the U.S. Department of Transportation uses the term "Active Driving Assistance" for these systems.
The government agency went on, "We note that, systems available to consumers today require the full and undivided attention of drivers at all times and are considered types of Advanced Driver Assistance Systems."
