PRISM Video: ex-Volvo Cars Innovation Leader on XR’s Power to Transform the Automotive World

"I was the first one to put eye tracking in VR,... But then there was also an ethical issue that I stumbled on".

So said Timmy Ghiurau (ex-Volvo Cars Innovation Leader) while delivering a remarkable keynote address at Eirmersive’s PRISM event, in a presentation was full of technical insights but gained extra heft with the thoughtful consideration of ethical issues. Innovation isn’t just about what we can build, it’s about what we should build.

In a talk that went on to cover topics of Creativity, Vision and Scale Ghiurau shared, ”One of my best lessons is that you need a box to think outside the box, and for me, automotive was a pretty big box, especially Volvo.”

“Imagine the scale of what automotive can do. If I can save human lives, if I can put technology like eye tracking or other amazing tech that can improve safety and improve human life, that will change the world.”

The recording of Timmy Ghiurau’s full presentation from PRISM ‘25 is available to view now: