If big automakers want to win on AI, they need to start making more of their own software, Rivian CEO RJ Scaringe said. Automakers who don't adapt could soon feel the pinch, Scaringe said. "If manufacturers don't make that change, they're just going to lose market share," he said. "And the ones that do have that technology are going to gain a lot of market share in the next 10 years." It is a bit self-interested to pitch automakers on upping their software game, Scaringe said.