As the number, size, and role of in‐vehicle screens expand, more dynamic content rendering is needed to ensure that drivers accurately perceive display information, regardless of lighting conditions or individual vision issues, according to IRYStec, a Canadian‐based start‐up that specializes in perceptual display processing technology. Here, Tara Akhavan, the company’s founder and chief technology officer, and her team present a software solution that they say can improve user experience exponentially.