Mercedes-Benz is the leader in this program and is developing a system that learns about the driver over time. It will learn your weekly schedule, food preferences, and perhaps even what mood you're in. Not only that, but it'll link up to the GPS and receive satellite data to help find the fastest route to where you go every minute.
Keep this in mind next time you go car hunting a couple years in the future. The car will be getting to know you, not the other way around.