Audi wired up 30 millennials to see how they react to different stimuli to enhance future self-driving cars.

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A basic cabin is surrounded by windows featuring integrated displays, as well as a larger, room-sized array of screens that simulate driving in a self-driving commute.

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Participants were wired with EEG caps and GSR sensors to measure their responses.

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Scientists varied including background noise levels, light, and so on to gauge subjects' reactions.

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Audi believes massive levels of in-car advertising are a given in our self-driving future, and it views its cars as a membrane to filter out things occupants don't care about.

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This isn't creepy at all.

Nope.

(Apparently special liquids are used to enhance the brainwave-measuring EEG cap's connectivity).

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GSR finger sensors are applied.

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Test subjects were tasked with simple brain tests that included answering questions, memorization drills and so on.

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It's easy to imagine that this will look absurd when self-driving cars become commonplace years from now.

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Audi worked with the Fraunhofer Institute in Stuttgart on this research.

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Continue clicking or swiping through for more images of Audi's 25th Hour project.

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At the laboratory experiment at the Fraunhofer Institute in Stuttgart the galvanic skin response was measured (GSR).

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Fraunhofer Institute experts on human-machine interaction measure brain activity (EEG)

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