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>> Annoyed by that back seat driver in your car? Well, now you can expect to have the car keeping eye on you as well. As auto makers develop self driving technology, they're also putting sensors inside the car to make sure the driver isn't asleep at the wheel or watching a movie.
And at the Las Vegas tech show, CES, this week, there's an explosion of companies showing off how they can watch you in your car. Reuters correspondent, Alexandria Sage, visited the lab of one of them, Eyeris, based in the Silicon Valley.>> In the screen that you can see in front of me, it's measuring body parts, essentially, where the front of my face is where my right shoulder is, where my left shoulder is.
And all of that is valuable information, not only for safety reasons as you can imagine, but also for comfort.>> With five cameras and software Eyeris CEO Modar Alaoui says his tech can even tell the emotions of the driver and passengers. But isn't that bringing big brother into the car?
>> Cameras are everywhere today, and their number increases regularly every single day. It is literally a public space. If you think about it, if you're sharing a vehicle, it is more of a public space similar to when you walk into a bank or a movie theater.>> Some of this technology started as tools to analyze consumer reaction to ads.
Affectiva says it got into the car as automakers came knocking on its door to use it for driver monitoring. And believes that data from inside the car could be even more valuable in the future.>> In a world where cars are truly self-driving there is no steering wheel any more.
Definitely there's an opportunity in the future for maybe e-commerce.>> But all these additional digitalized comes as data privacy scandals boil over at CES. Apple even splashed out with this giant ad. That's why Vayyar Imaging is using radars inside the car.>> Yeah, if you compare it to cameras, it has lower resolution but it's enough resolution to understand what's going on in the car while keeping your privacy.
>> Still, the days when you can count on some privacy in the back seat of the car seems to be done as many regulators around the world look to these new technologies to make all of us more attentive drivers.