The biggest battleground in the robotaxi race may be winning public trust.

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Autonomous vehicles are already clocking up millions of miles on public roads, but they face an uphill battle to convince people to climb in to enjoy the ride.

A few weeks ago, I took a tour of San Francisco in one of Waymo’s self-driving cars. As we drove around the city, one thing that struck me was how comfortable people had become with not seeing a driver. Not only were there multiple driverless vehicles on any given street at any given time, but tourists no longer had their mouths agape as one drove by. The technology has become a familiar sight.

Inside the vehicle itself, there were signs of how Waymo is trying to inspire a similar feeling among their passengers. The all-electric car offers a warm welcome to passengers by name and plays music as they climb inside. A screen positioned in front of the rear seats offers those along for the ride the option of seeing a follow-along map of the route, as well as settings for temperature and music. Another screen beside the steering wheel shows images of what’s around the vehicle. As we drive, I can see people sitting inside buses alongside us, dogs crossing the street ahead and children skipping along the sidewalk.