Car windows could become the next source of information - and advertising - on the streets.
An Israeli start-up has developed smart glass technology that can provide targeted, localised information.
CEO and co-founder of Gauzy, Eyal Peso, said: "This is actually the first time that a car window is no longer just a car window, it's also a full blown display that can be used for smart messaging."
Tech company Gauzy bonded sheets of liquid crystal glass to car windows.
They are clear when the engine is running and an electric current is passed through them. But they turn opaque once the car is switched off, transforming it into a video display unit.
The high definition video and images are projected onto the opaque screens and come with a controller connected to the internet.
"That, for instance, can let passers-by know of nearby attractions, give you a lot of information, it's location based of course, the car knows where it's at so it can promote information that is related and relevant to the location the car is at," added Peso.
Reassuringly, the glass will only be installed in rear and side windows and can only be activated once the car engine has stopped.
Gauzy is working with German carmaker Daimler on its smart glass screens. It hopes to make cars more than just a way to get from A to B.