This thesis investigates the strategic integration of Artificial Intelligence (AI) to enhance user experience (UX) in the automotive sector, with a focus on Polestar, a premium electric vehicle manufacturer. Through an strategic and exploratory design-driven approach, the research identifies AI-powered UX opportunities that align with Polestar’s brand identity and user values. Methods included expert interviews, trend analysis, technology scouting, and co-design workshops. The study delivers four key outcomes: a value based future vision, an ideation tool in the form of a card deck, three prioritized opportunity tracks, and a strategic roadmap outlining design modules across implementation horizons. The identified opportunity tracks—Contextual Zone, Get to Know Each Other, and Confusion Remover are recommendations for prioritization in Polestar's research and development, and were mapped in the roadmap in form of design modules. Emphasizing context-awareness, trustworthiness, and joy of driving, the thesis provides actionable insights for Polestar’s UX team to guide AI-driven innovation and bring unique value to users and brand.