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Connected cars from General Motors (GM) are about to get a whole lot more personalised, with a partnership involving IBM's machine learnign algorithm platform Watson. 

GM's in-car tech subsidiary OnStar and IBM Watson will come together to create OnStar Go, a cognitive mobility platform that'll be rolled out to millions of cars early next year.

This is good news for advertisers and marketers, as Watson will learn the driver's preferences - with their consent - and feed this back so experiences can become more personalised. 

Content will be delivered to the driver through the dashboard and other digital channels supported by OnStar Go. The partnership will maen peopel can, for example, order a coffee through their car, get information on when fuel is low to avoid traffic or getting personalised news in ream time through your car. 

This will be done by pairing OnStar's vehicle connectivity and data capabilities with IBM Watson APIs.

Millions of cars

The new platform is exected to be available in over two million 4G LTE connected vehicles and millions of GM vehicle brand-app enabled mobile devices in the US by the end of 2017.

Some of the brands that have already joined the platform include Mastercard and Parkopedia. Mastercard, for example, will allow drivers to make payments from their cars by integrating Mastercard's tokenisation platform (Mastercard Digital Enablement Services) and Masterpass with OnStar Go. 

The cognitive mobility platform was designed and developed by IBM iX with OnStar, and iX is also workign with GM to design OnStar's touch screen interfaces. IBM's The Weather Company will provide weather and location data to support personalised targeting and warnings about driving conditions.

"IBM and GM are chanign the whole notion of where valuable, daily rituals occur. The combination of IBM Watson and industry-leading OnStar connectivity will enable vehicles with intelligent branded skills and services to empower drivers and passengers," said Paul Papas, global leader at IMB iX.