Yehuda Holtzman serves as the CEO of Cipia. The company specializes in image processing and AI, with extensive expertise in research, implementation, and optimization of algorithms for embedded platforms and the in-car automotive industry. Cipia is headquartered in Israel, with global offices in the United States and China.
Yehuda brings over 25 years of business, technological and managerial experience as a CEO of technology and communications companies to lead Cipia. In his most recent role, Holtzman served as CEO of On Track Innovations Ltd. (OTI), a global provider of near field communication (NFC) and cashless payment solutions. In prior years he served as CEO of Mobilogy, overseeing its sale to the American ESW Capital fund. Yehuda was also a co-founder of the software company ExploreGate, where he served as CEO from 2012 to 2016, as well as co-founder of MobileAccess, where he served as President of the company through its acquisition by Corning Incorporated In 2011. Yehuda has a master’s degree in management from Ben-Gurion University and a bachelor’s degree in electronics engineering from the University of Brighton in England.
Can you elaborate on Cipia’s vision for the future of in-cabin sensing solutions and how you plan to achieve it?
Cipia’s long-term vision leverages the opportunities and business models created by each step on the way to fully autonomous cars. Namely, progresses through three main stages:
First, we’re focused on reducing accidents by monitoring the driver and raising the alarm if they are tired or distracted. Next, we’ll move to semi-autonomous vehicles, where our systems become even more crucial as drivers may need to quickly take back control of the vehicle. Finally, in fully autonomous vehicles, we’ll shift to enhancing the in-car experience through technology that recognizes the car’s occupants and remembers their preferences.
How has your previous experience at OTI and other tech companies prepared you for your role at Cipia, and what are the biggest challenges you’ve faced since becoming CEO of Cipia?
My experience managing several growth companies has well-prepared me to lead Cipia, especially during this critical phase in the company’s lifecycle. I’m particularly familiar with the challenges and opportunities that come with this stage. The dual focus on both expanding the company and establishing a sustainable growth strategy is essential. For instance, since I joined Cipia, we have increased our gross margin while more than doubling the number of automotive manufacturers among our customers. Our goal – and our biggest challenge – is to be the leader in our field, and one of our key advantages in this technology-driven market is Cipia’s extensive experience with computer vision and AI. The opportunity to apply my expertise in a market segment focused on saving lives makes my work especially meaningful.
How does Cipia’s technology differentiate itself from other driver and occupancy monitoring systems on the market?
Cipia’s computer vision AI is built on extensive experience with edge processing, which has lean hardware requirements as a constraint from the design phase. This means our algorithms are optimized to require fewer hardware resources, enabling deployment in systems that ultimately cost less to our customers and enable wider deployment.
Can you explain the advantages of lean edge processing in Cipia’s solutions?
The advantage of lean edge processing is twofold. First, it facilitates lower system costs since fewer hardware resources are required. Second, it brings more capabilities to the edge, meaning that more processing can happen locally, ensuring no connectivity is required, and the data doesn’t have to be transmitted elsewhere for processing. In the world of automotive safety systems, this is a hard requirement. It enables low latency, safety, and security.
With distracted driving being a leading cause of accidents, how effective are Cipia’s solutions in reducing such incidents?
Very.
To give just one example of the data we’ve seen, according to the director of transportation at a major beverage company, before using Cipia, an overwhelming 86% of their accidents were attributed to human error. This company implemented Cipia’s solution designed for fleets and saw a 90% reduction in phone use while driving and a 70% decrease in accidents.
How does Cipia ensure its technologies comply with the latest GSR and Euro NCAP requirements?
Cipia employs comprehensive validation methods, including on-track and on-road testing of its offerings, to ensure full compliance with regulatory and safety standard requirements. Collecting the required data according to the various protocols takes time and resources, but that is part of the benefit a long-time provider of driver monitoring systems offers. We are also a member of the Euro NCAP tier 2 DMS suppliers workgroup and are very proud of our contribution to safety through this important work.
Beyond safety, what are some potential applications of Cipia’s AI technology that could enhance the driving experience?
Cipia’s underlying software enables customized experiences for drivers and passengers. Some of the features car manufacturers can implement with Cipia include mouth tracking for voice commands, ensuring the vehicle responds exclusively to the driver. Infotainment interaction detection, which tailors vehicle controls based on which user is interacting.
Driver’s gaze detection would prevent distractions by pausing video content when the driver is peeking at the screen. Those are just a few of the dozens of features enabled by computer vision AI that would enhance the driving experience.
How does Cipia ensure the privacy and security of the data processed by its in-cabin sensing solutions?
Cipia’s embedded solutions are fully private and secure. Our solutions analyze the video stream in real-time, translating it to metadata. No images are stored, recorded, or sent from the device. For TSPs and Fleets, the customer may choose whether to receive text-based alerts only or include video snippets before and after an event. Under both cases, Cipia does not receive or store video data of any kind.
What trends do you foresee in the automotive AI and computer vision industry over the next decade?
Looking forward, I believe the industry will continue to focus on safety, but we’ll also see a shift towards enhancing the overall in-car experience. This could include monitoring vital signs, detecting if a driver is under the influence (even if they’re not actively driving), and improving child safety features like detecting if a child has been left in the car.
We’re also likely to see more personalization, with AI systems learning individual behaviors and preferences to create an optimal environment for each user. However, it’s important to note that the industry is still exploring these possibilities, and no one knows exactly what will work best.
A major trend we’re seeing is a shift in car manufacturers’ business models. They’re moving away from simply selling a vehicle to selling a set of features and services on a recurring basis. This is similar to how the mobile phone industry evolved from selling devices for making calls to selling platforms for apps and services. This shift presents new opportunities and challenges for companies like Cipia as we work to provide value in this changing landscape.
Thank you for the great interview, readers who wish to learn more should visit Cipia.
