2025 PSR UTC Annual Congress

Best Practices in Marketing and Education for Autonomous Vehicles - The rapid evolution of autonomous and automated systems necessitates innovative marketing strategies that effectively communicate their operational mechanisms and societal benefits. This research highlights two critical themes shaping contemporary marketing efforts: operations (how autonomous systems function) and safety (the societal advantages of these technologies). To bridge the knowledge gap and foster public trust, digital marketing must go beyond traditional social media tactics and leverage emerging platforms that allow for both snackable and stackable context—short-form "bite-sized" content that builds layered understanding over time.

Our findings indicate that the most effective channels for delivering this context are YouTube Shorts and Instagram, where bite-sized educational content can effectively engage diverse audiences. Short-form videos provide a dynamic, accessible medium to explain complex AV functions, showcase real-world safety improvements, and counter skepticism through data-driven storytelling. Additionally, integrating influencer partnerships, interactive experiences, and thought-leadership platforms enhances credibility and public acceptance.

By analyzing historical and contemporary case studies—including Tesla’s organic engagement strategies, Waymo’s “Let’s Talk Self-Driving” campaign, and micromobility providers’ influencer collaborations—this research provides a roadmap for effectively marketing emerging transportation technologies. Our recommendations emphasize audience segmentation, educational storytelling, community engagement, and data-driven content optimization to ensure sustainable and ethical public adoption of autonomous mobility solutions.