The annual Consumer Electronics Show is currently underway in Las Vegas, and a significant trend over the past decade has been the presence of automakers unveiling their technology advancements. Ford took the spotlight this time, aligning its technology strategy for 2026 with an emphasis on Artificial Intelligence (AI) for an enhanced driving experience.
If your prediction was that AI would revolutionize Ford's in-car experience, you were spot on. Despite Ford's roots in the mass production of uniform vehicles, the automaker is now focusing on using AI to tailor cars to individual customers. Doug Field, Ford’s chief officer for electric vehicles, design, and digital technology, stated, “Our vision for the customer is simple, but not elementary: a seamless layer of intelligence that travels with you between your phone and your vehicle.”
Field emphasized the need for an intelligent system that goes beyond basics by discerning the environment, activities, and vehicle capabilities to simplify decision-making. For instance, Field suggests that users could upload a photo of an object intended to be transported and rely on the AI to determine its compatibility with the vehicle's cargo space.
Initially, Ford’s AI assistant will be available through the Ford and Lincoln smartphone apps, with a rollout set to begin early this year. By 2027, this AI assistant is expected to be integrated into new or refreshed vehicle models, possibly starting with the new affordable electric truck set for release next year, as well as gasoline models like the Expedition and Navigator.