Tesla may still generate most of its revenue from selling vehicles, but the company’s messaging is increasingly centred on artificial intelligence and robotics rather than its core automotive business.

An analysis of Tesla’s earnings call transcripts from 2019 onwards shows CEO Elon Musk now spends nearly half of his speaking time discussing AI, robotaxis and Full Self-Driving technologies, reflecting the company’s broader shift toward positioning itself as an AI-driven technology business.

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AI Takes Centre Stage

The analysis, conducted by Hudson Labs using AI-powered financial research tools, found that Musk’s focus on AI-related topics has increased significantly over the past several years.

While discussions around autonomy typically accounted for around 15% to 20% of his remarks in 2022, they now make up nearly half of everything he says during earnings calls. At the same time, conversations about Tesla’s traditional automotive business have steadily declined.

Musk has repeatedly argued that Tesla should be valued as an AI company rather than a conventional automaker, pointing to autonomous driving as a key driver of the company’s long-term growth.

Optimus Becomes A Bigger Priority

Tesla’s humanoid robot, Optimus, has also become a much larger part of the company’s public messaging.

Although the project was introduced in 2021, it received relatively little attention during its early stages. Over the past year, however, Musk has increasingly highlighted Optimus during earnings calls, reflecting Tesla’s growing emphasis on robotics as part of its long-term strategy.

A Different Message From Other Executives

Other senior executives continue to devote more attention to Tesla’s automotive operations than Musk does. Finance and engineering leaders still spend a significant share of earnings calls discussing vehicle production, manufacturing and sales, although AI and autonomous driving are becoming increasingly prominent topics across the leadership team.

More Than A Messaging Shift

The changing narrative comes as Tesla’s vehicle business faces slower growth and stronger competition from both established automakers and Chinese EV manufacturers.

While AI products such as Full Self-Driving, robotaxis and Optimus have yet to become major revenue drivers, they are playing an increasingly central role in how Tesla presents its long-term vision to investors.