As the automotive industry moves toward software-defined vehicles, companies are exploring how generative AI can deliver practical business value across the engineering lifecycle. Beyond customer-facing applications, AI has growing potential to improve development productivity, manage system complexity, and strengthen collaboration across the mobility ecosystem. This session will bring perspectives from a global powertrain leader and an engineering technology startup on practical approaches to integrating AI into development workflows—from systems and requirements to safety and validation. Drawing on insights from the COVESA Generative AI Working Group and early industry initiatives, the discussion will highlight pragmatic steps companies can take to build capability while maintaining rigor in standards such as ASPICE and functional safety.