There are already a few companies signing up to use OnStar Go. Mastercard will enable on-the-move payments through cards stored in your Masterpass wallet. ExxonMobil will help you find gas stations, suggest the best fuel and oil and authorize payments while you're still in the car. Glympse will help you share where you are. iHeartRadio will create personalized radio streams based on your calendars, location and tastes, while Parkopedia will offer both parking info and the opportunity to book a spot while you're on your way.

Yes, this will frequently amount to in-car advertising -- GM isn't shy about acknowledging that this is an expansion of OnStar's existing offers and deals feature. All the same, Watson promises to be helpful. It can be cumbersome and even dangerous to search for services while you're in the car -- this lets you focus on the road. This also lays groundwork for self-driving cars, where finding destinations will be more important than figuring out how to reach those destinations.