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Uber revolutionized the taxi industry by putting customers first. Now, withÌýits pioneering use of automated vehicles in Pittsburgh, Uber is promising toÌýtransform mobility altogether.

The problem is that this time, they are losingÌýsight of the very driver of their success: consumers.

In the much-hyped arms race to promote Autonomous Vehicle (AV) technology,Ìýindustry giants have failed to engage consumers in the public discussion ofÌýthese technologies. Robust, thoughtful debate regarding the implications ofÌýwidespread AV adoption is not happening. This isn't just bad policy; it'sÌýbad business, too.

At best, the absence of meaningful conversation will result inÌýa more difficult and costly transition, at worst it could create insurmountableÌýchallenges to widespread adoption.Ìý

When President Obama brings together technologists, scientists, and entrepreneurs in PittsburghÌýThursdayÌýforÌýthe White House Frontiers conference, when it comes to that city's rapid adoption of driverless technology, the people at the table need to consider the public.Ìý

It's clear consumers want a voice. In a soon-to-be published study conducted by 3TEC, aÌýconsumer advocacy organization based inÌýWashington, interviewees were adamant that they wanted a moreÌýmeaningful say in the future of transportation.Ìý

Though they are excited aboutÌýdriverless cars, consumers remain apprehensive about the lack of control that comes along with the technology, how carmakers will address cybersecurity issues, and what it means for their own personal privacy.

Rather than seeing the future as aÌýchoice between automation and nonautomation, consumers said they wanted both, depending on their personal predilection. For instance, theyÌýreported being far more likely to volunteer to give up driving whenÌýit's task-oriented (such as driving to work), and less likely to do so when it'sÌýan outing for leisure (such as a trip to the beach). As one driver said in the study, "IÌýdon’t want to lose the experience of getting in that driver's seat, having thatÌýcontrol panel in front of me, and feeling the car throttle at my command as IÌýtake the road."

Even when people are stuckÌýin traffic, drivers report a sense of power at being able to take short cuts andÌýchange routes. In contrast, when they are passengers, consumers care more aboutÌýconvenience (encompassing both physical and mental ease), productivity, andÌýtimesavings.

In the 3TEC study, consumers said they were curious about self-driving cars, but assumed aÌýpersonal ownership model. They imagined driverless cars as providing personalÌýand private space, in marked contrast to the ride sharing fleets ofÌýdriverless cars that manufacturers and tech companies have proposed.

Even when consumers imagine giving up drivingÌýaltogether, according to the study, they were not willing to give up total control over what they viewÌýas their own private space. As one participant said, "[AVs] are like being a passengerÌýin your own car."

It's clear that consumers are concerned about the changes coming with driverless cars.ÌýAs oneÌýperson put it, "Human beings need to be recognized, especially today,Ìýeverybody wants to have their input influence things ... and to take that away isÌýwrong."

The changes at ourÌýdoorstep are not like the Civil Rights movement or the rise of Social Security. It's more akin to theÌýAgrarian or Industrial Revolutions – entire sectors of society areÌýgoing to be impacted and transformed. We can have all of the incredibleÌýimprovements to our lived lives, but we are going to have to plan and getÌýwidespread support for that plan.

Without any meaningful conversation with industry leadersÌýand policymakers, more consumers are already asking themselves ifÌýthe growing trade-offs driverless cars are even worth it.

Sascha Meinrath is the Palmer Chair in Telecommunications at Penn State and director of X-Lab, an innovative think tank focusing on the intersection of vanguard technologies and public policy. Follow him on TwitterÌý@saschameinrath.

Georgeta Dragoiu is the founder of 3TEC,Ìýa consumer advocacy group that provides a voice for consumers to influenceÌýpolicymakers and industry leaders.