Automated vehicle challenges

Maps if roads are changing frequently
following road rules

technology collaboration

Can you imagine destination riding or free rides with targeted audio (no headphones allowed on head) or visual (no getting lost on your smartphone) advertisement or
a quiz at the end that will score you a free ride
your preferences as data currency to pay for the ride.
a free meal from the restaurant if you deliver a package to a nearby area using the shared ride.
Larger vehicles like bus could have a barista/meals/display pixels. Thats so much real estate, the side walls of the bus

joyride
ads of what other rides you could take
themed rides
themes of upcoming movies, books, shows, fashion, cooking
It will probably bring the theatre experience to the home movie goers.
massages and grooming
each seat could come with its own audio station based on the user profile.