As vehicles get smarter, your car will be keeping eyes on you.

This week at CES, the international consumer electronics show in Las Vegas, a host of startup companies will demonstrate to global automakers how the sensor technology that watches and analyzes drivers, passengers and objects in cars will mean enhanced safety in the short-term, and revenue opportunities in the future.

Whether by generating alerts about drowsiness, unfastened seat belts or wallets left in the backseat, the emerging technology aims not only to cut back on distracted driving and other undesirable behavior, but eventually help automakers and ride-hailing companies make money from data generated inside the vehicle.

In-car sensor technology is deemed critical to the full deployment of self-driving cars, which analysts say is still likely years away in the United States. Right now, self-driving cars are still mainly at the testing stage.