Voice Commerce on the Rise: SoundHound AI Study Shows Nearly 80% of U.S. Drivers Prefer In-Car Voice Ordering Over Drive-Thrus
Sound Hound AI a global leader in voice artificial intelligence—has unveiled compelling new research that signals a significant shift in consumer behavior: U.S. drivers are overwhelmingly in favor of using in-car voice assistants to order food, with nearly four out of five respondents indicating they would prefer this hands-free option over waiting in drive-thru lines. The findings point to the emergence of voice commerce as a critical frontier for the restaurant and quick-service restaurant (QSR) industries.
As voice-enabled technologies become more deeply embedded in automotive systems, SoundHound AI’s study provides a glimpse into how integrated voice ordering solutions—those that combine ordering, payments, loyalty program integration, and navigation—could transform the drive-thru experience and generate major revenue gains for food service brands. By eliminating the friction associated with traditional ordering methods, this new paradigm promises a faster, more convenient, and safer way to order meals on the go.
In-Car Voice Ordering: A New Norm in Consumer Behavior
Conducted independently, the study surveyed U.S. drivers who currently use voice assistants or have access to them while driving. Among this group, a substantial 94% reported regularly purchasing food while on the road. However, an even more telling statistic revealed that 77%—nearly 80%—would prefer to place their orders through an in-vehicle voice assistant rather than queue up at a traditional drive-thru.
This preference reflects both evolving consumer expectations and a growing dissatisfaction with current ordering models. Whether navigating mobile app menus or waiting in long drive-thru lines, customers are seeking simpler and more immediate solutions. Voice AI meets that need by offering a seamless alternative—one that is not only efficient but designed to minimize distractions and maximize convenience during transit.
Ben Bellettini, Senior Vice President of Sales, Restaurants at SoundHound AI, emphasized the significance of these findings for the industry:
“Consumers want faster, easier, and safer ways to order while on the move—and in-car voice ordering delivers just that. It offers a smooth, voice-driven experience that will reshape behavior. For restaurants, it’s a powerful way to eliminate friction, increase throughput, and turn every moving vehicle into a potential revenue channel.”
A Market Opportunity Worth Billions
According to SoundHound AI’s projections, the integration of voice commerce into vehicles has the potential to unlock up to $63 billion in annual revenue across the restaurant industry. This estimate reflects the convergence of several trends: growing adoption of voice-enabled vehicles, increased consumer demand for contactless transactions, and the acceleration of AI-driven customer experiences.
This shift is also timely. With operational costs rising and labor shortages impacting the service sector, restaurants are increasingly turning to automation and AI to improve throughput and reduce strain on staff. In-car voice ordering offers a mutually beneficial solution—meeting consumer preferences while enhancing operational efficiency.
Voice vs. App: A Generational Preference for Simplicity
Interestingly, the survey indicates that voice commerce is not just preferred over drive-thrus but also increasingly seen as superior to mobile app-based ordering. Among consumers who already pre-order food through apps, a remarkable 84% said they would rather use in-car voice ordering than navigate through a smartphone interface.
This trend is particularly pronounced among younger demographics. Gen Z (86%) and Millennials (84%) expressed the highest levels of interest in voice-based ordering, revealing a generational shift towards conversational interfaces. As these consumers become the dominant market force, restaurants that embrace voice technology early are likely to gain a competitive advantage.
Even safety perceptions are influencing adoption. 63% of all respondents stated that they consider voice ordering to be safer than traditional on-the-go ordering methods, such as using a mobile phone while driving or making decisions last-minute at a drive-thru speaker.
Convenience Drives Demand Across Customer Segments
The appeal of in-car voice ordering extends beyond tech-savvy individuals. The survey revealed that 86% of parents with children expressed interest in using voice ordering capabilities—highlighting its potential to support family-focused purchasing decisions. For busy families managing meals on the move, the ability to place an order without turning attention away from the road or managing a phone screen is a significant benefit.
Furthermore, voice commerce aligns closely with impulse purchasing behavior. Among respondents who regularly make spontaneous food purchases, 82% cited hunger as the driving factor behind their decision-making. This presents a unique opportunity for restaurants to proactively engage customers during their commute, using predictive voice AI to make personalized food suggestions based on time of day, location, or past behavior.
73% of all respondents said they would be likely to use in-car voice commerce if it were available in their vehicle. That number rises to 76% when participants were introduced to a specific use case: ordering food while en route to a destination. Such findings validate the rising demand for embedded voice solutions and illustrate the strong potential for restaurant brands to create direct, real-time engagement opportunities.
Unlocking a Voice-First Customer Experience
SoundHound AI has been a pioneer in voice technology for over a decade, developing advanced natural language processing and speech recognition systems that power voice experiences across industries—from automotive and hospitality to smart devices and customer service.
By partnering with automakers and restaurant brands, SoundHound’s voice commerce platform enables end-to-end transactions entirely through voice. The solution allows users to discover nearby restaurants, place orders, make payments, earn loyalty rewards, and get directions—all without lifting a finger. The company believes this kind of intuitive, low-friction experience will define the future of customer engagement in the restaurant industry.
To further explore these trends, SoundHound AI is preparing to release a comprehensive white paper detailing the full results of its voice commerce study. Interested parties can reserve early access by visiting this link.
Meet SoundHound at the 2025 National Restaurant Association Show
SoundHound AI will showcase its voice commerce capabilities at the upcoming 2025 National Restaurant Association Show, taking place May 17–20 in Chicago, IL. Attendees can experience the company’s in-car food ordering solution firsthand by visiting booth #6466. SoundHound’s team will be on-site to discuss how voice AI can help restaurants drive revenue, improve customer loyalty, and stay ahead of evolving digital trends.
To schedule a meeting with a SoundHound representative at the event, interested attendees can contact PR Manager Gianna Arantes at [email protected].
