Autonomous vehicles (AVs) are already racking up millions of miles on public roads, but convincing the public to embrace driverless rides remains a significant challenge.

A recent ride in one of Waymo’s self-driving cars through San Francisco highlighted the growing familiarity with this technology. The sight of driverless vehicles is no longer an uncommon one, and tourists no longer seem amazed as they pass by. Inside the vehicle, Waymo aims to ease passengers’ nerves by offering a welcoming atmosphere—personalized greetings, music, and screens displaying the route and surroundings—helping them feel more connected to the ride. The technology is designed to inspire trust, showing passengers what the vehicle “sees” as it navigates the streets.

Waymo’s efforts are part of a larger push in the autonomous ride-hailing industry. Although self-driving vehicles are operational in select cities worldwide, public hesitation remains a key barrier. Research indicates that safety concerns are one of the biggest hurdles for passengers in the U.S. and the U.K., with many still unsure about the technology’s reliability compared to traditional vehicles.

To address this, Waymo focuses on transparency. “It’s important that passengers understand where the car is going and know it sees what they see,” says Megan Neese, Waymo’s head of product and customer research. The company’s next generation of cars will feature forward-facing seats and a steering wheel, echoing the traditional taxi experience that could make passengers feel more at ease.

Launched in 2020, Waymo—owned by Alphabet, Google’s parent company—now provides 150,000 paid rides weekly across San Francisco, Los Angeles, and Phoenix. While still small compared to ride-hailing giant Uber, which facilitates about 200 million trips globally each week, Waymo’s market is expanding.

Competitors like Amazon-backed Zoox are also working to gain consumer confidence. Zoox’s vehicle, set to debut in 2025, offers a drastically different experience. It is bi-directional with no windows or steering wheel, and instead, passengers sit facing each other, enjoying the ride in a more relaxed, amusement-park-like environment. To further build trust, Zoox has introduced a “Fusion Center,” where human operators can intervene remotely if necessary, similar to Waymo’s own response team.

In contrast, General Motors’ Cruise is working to overcome setbacks after a high-profile incident in 2023, in which one of its vehicles dragged a pedestrian. Despite this, Cruise has continued testing in Phoenix, Houston, and Dallas, with safety drivers behind the wheel.

The global push for autonomous vehicles is gaining traction, particularly in the U.S. and China. Waymo currently operates the largest fleet of autonomous vehicles in the U.S., with plans to expand to Austin and Atlanta by 2025. Meanwhile, China leads the world in testing, with over 16,000 autonomous vehicles approved for use in more than 20 cities.

Despite progress, widespread adoption remains a challenge. As regulatory frameworks evolve and AV technology advances, convincing the public to fully embrace autonomous vehicles will be crucial to the industry’s success. With companies like Zoox and Waymo competing for consumer trust, the future of self-driving taxis may hinge on how well passengers are able to trust and feel comfortable with the ride.