In an interview with AutoEV Times, David Astoria, Founder and CEO of Pranos, speaks about HoloGlass and its potential role in vehicle-to-pedestrian communication and autonomous mobility. He discusses how digital car windows could support robotaxi identification, passenger pickup and drop-off, and advertising opportunities for fleets. Astoria also outlines the challenges of visibility, safe installation, vehicle integration and regulatory compliance, alongside plans for API-based connectivity and real-time messaging.
Read the full interview here:
AET: How can HoloGlass improve vehicle-to-pedestrian communication?
David: Pranos HoloGlass turns car windows into digital displays, giving vehicles a way to communicate with people outside. Our software already lets users create signs and generate designs through text or voice prompts. For autonomous vehicles, that could mean clear pickup identifiers or service-status messages. Safety is an important part of that vision: messages should be easy to understand without distracting road users or implying that a pedestrian has permission to cross.
AET: What role can digital windows play in future robotaxis?
David: We see digital car windows becoming a communication and advertising surface for robotaxis. They could help passengers identify their ride, display service information and create new uses for the vehicle’s exterior. Pranos already offers app-controlled car window displays with AI design tools, a sign builder and playlists. Bringing that foundation into autonomous fleets would require vehicle-specific integration that preserves visibility, keeps sensors unobstructed and supports safe passenger use.
AET: How can HoloGlass create new revenue opportunities for autonomous fleets?
David: Robotaxi advertising could allow a vehicle to generate income beyond passenger fares by connecting owners and operators with brands, local businesses and event organizers. Our current Ad Drop model focuses on selected HoloGlass owners completing approved parked activations. Looking ahead, Pranos plans to build an API so third-party platforms can connect with available vehicles whose owners or operators opt in. The goal is to create additional earning opportunities while keeping campaigns within approved operating conditions and local rules, rather than treating every location or moment as suitable for advertising.
AET: Can digital vehicle windows improve passenger pickup and drop-off communication?
David: Yes, particularly where several similar vehicles arrive together. A digital car window could display a pickup code or symbol matching the passenger’s app, helping them identify the correct vehicle without exposing their full name. Once safely parked, it could show boarding instructions or relevant drop-off information. With fleet software integration, Pranos HoloGlass could make those interactions clearer, with messages based on confirmed vehicle status rather than suggesting someone approach or board before it is safe.
AET: What are the biggest challenges in scaling HoloGlass for autonomous vehicles?
David: The biggest challenges are visibility, safe installation and reliable integration. Today’s HoloGlass works best from dusk into the night, so broader fleet use would need to address a wider range of lighting conditions. Mounting must accommodate passengers, keep exits and airbags clear, and avoid interfering with visibility or vehicle sensors. For Pranos, scaling also means meeting fleet expectations for power, durability and maintenance while adapting to local display and advertising rules. Our current front-windshield version is for parked use; future autonomous-vehicle applications would need their own validation.
AET: How will HoloGlass adapt to real-time information from autonomous vehicles?
David: Today, HoloGlass runs Pranos software and connects directly with a phone over Wi-Fi, allowing users to manage signs, designs and playlists. We plan to build an API that lets third-party platforms connect with participating vehicles whose owners or operators opt in. With the appropriate integrations, a confirmed arrival or pickup event could automatically trigger a relevant message. Secure access, owner permissions and safeguards against incorrect or outdated information would be central to that development. This is a planned extension of our existing display software, not a claim that live fleet integration is already available.
