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BP’s New Existential Question: How to Advertise to a Machine

  • BP thinks about how to turn a driverless car into a customer
  • Google, Uber, Tesla all investing in autonomous driving
A customer removes a fuel pump from its holder at a BP Plc gas station in London.

A customer removes a fuel pump from its holder at a BP Plc gas station in London.

Photographer: Simon Dawson/Bloomberg

The anticipated proliferation of driverless cars will bring a brand new problem for the world’s biggest oil companies -- how to advertise to a machine.

BP Plc needs to figure out how it will draw cars run by computers to its fuel stations, said David Eyton, the company’s head of technology.