Ford Cars Get AI: What You Need to Know Now

The annual Consumer Electronics Show (CES) in Las Vegas has once again become a pivotal stage for automotive innovation. Automakers and their suppliers are leveraging the event to unveil their future technology roadmaps, and this year, Ford is making a significant splash with its ambitious AI integration plans. The buzz at CES 2024 centers around Ford’s commitment to bringing artificial intelligence to the in-car experience, with a projected rollout beginning in 2026. This move signifies a major shift towards personalized and intelligent vehicles, moving beyond the traditional model of mass-produced uniformity.

The Vision: Personalized AI for Every Ford Driver

Despite its historical foundation in mass production, Ford is now prioritizing personalization through AI. Doug Field, Ford’s chief EV, design, and digital officer, articulated the company’s vision: “a seamless layer of intelligence that travels with you between your phone and your vehicle.” This isn’t about generic AI; it’s about creating an intelligent system that understands the driver’s context – location, activity, and the vehicle’s capabilities – to simplify decision-making.

Field highlighted a practical example: imagine taking a photo of an item and using the AI to determine if it will fit in your truck bed. This illustrates the potential for AI to solve everyday challenges and enhance the user experience. The focus is on providing intelligent assistance, not just automation.

Initial Rollout and Future Integration

The initial phase of Ford’s AI assistant will be integrated into the Ford and Lincoln smartphone apps, with availability expected to begin early in 2024. This allows for a phased approach, gathering user data and refining the AI before full in-vehicle integration. From 2027 onwards, the AI assistant will become a native experience within new and refreshed Ford and Lincoln models. This integration is anticipated to begin with the automaker’s upcoming affordable electric truck, but will also extend to gas-powered models like the Expedition and Navigator.

Software-Defined Vehicles: The Foundation for AI

Ford’s AI strategy is inextricably linked to its transition towards software-defined vehicles (SDVs). This architectural shift involves replacing dozens of individual electronic control units (ECUs) with a handful of powerful, multitasking computers. This is a growing trend in the automotive industry, and Ford is showcasing its “High Performance Compute Center” at CES 2024 as a key component of this transformation.

The new compute center, designed entirely in-house, manages critical functions including infotainment, advanced driver-assistance systems (ADAS), audio, and networking. According to Ford, this new system is not only more powerful but also significantly more cost-effective and compact than previous solutions. Paul Costa, executive director of electronics platforms at Ford, stated that the Universal Electric Vehicle (UEV) architecture incorporates a fivefold increase in in-house module design, granting Ford 5X more control over critical semiconductors.

Benefits of a Software-Defined Architecture

• Increased Processing Power: Enables more sophisticated AI algorithms and ADAS features.
• Reduced Complexity: Streamlines the vehicle’s electronic architecture, simplifying development and maintenance.
• Cost Savings: The in-house design and optimized components contribute to lower overall costs.
• Faster Innovation: Software updates and new features can be deployed more quickly and efficiently.

Enhanced Driver Assistance Systems with AI

The increased processing power afforded by the SDV architecture allows Ford to enhance its driver assistance systems. Next year will see the introduction of a new generation of BlueCruise, Ford’s hands-free highway driving system, offering “significantly more capability at a 30 percent lower cost.” This demonstrates Ford’s commitment to making advanced driver assistance technology more accessible.

Looking further ahead, Ford plans to introduce a Level 3 autonomous driving assist system in 2028. Level 3 automation allows drivers to relinquish situational awareness under specific conditions, such as heavy highway traffic. This represents a significant step towards fully autonomous driving, but requires robust AI and sensor technology to ensure safety and reliability.

Understanding the Levels of Automation

Here’s a quick breakdown of the levels of driving automation, as defined by the Society of Automotive Engineers (SAE):

1. Level 0: No Automation: The driver is entirely in control.
2. Level 1: Driver Assistance: The vehicle offers limited assistance, such as adaptive cruise control or lane keeping assist.
3. Level 2: Partial Automation: The vehicle can control both steering and acceleration/deceleration, but the driver must remain attentive and ready to take over.
4. Level 3: Conditional Automation: The vehicle can handle most driving tasks in certain conditions, but the driver must be prepared to intervene.
5. Level 4: High Automation: The vehicle can handle all driving tasks in certain conditions without driver intervention.
6. Level 5: Full Automation: The vehicle can handle all driving tasks in all conditions without driver intervention.

The Impact on the Automotive Landscape

Ford’s embrace of AI and SDV architecture is part of a broader industry trend. Companies like Tesla, General Motors, and Stellantis are also investing heavily in these technologies. The competition is fierce, and the ultimate winners will be those who can deliver the most compelling and reliable AI-powered driving experiences. GearTech reports that the global automotive AI market is projected to reach $150 billion by 2030, highlighting the immense potential of this technology.

The shift towards SDVs also has implications for the automotive supply chain. Ford’s increased control over semiconductor design and production is a strategic move to mitigate supply chain disruptions and reduce reliance on external suppliers. This vertical integration is becoming increasingly common as automakers seek to secure their access to critical components.

Challenges and Considerations

While the potential benefits of AI in cars are significant, there are also challenges to overcome. These include:

• Data Privacy: Collecting and analyzing driver data raises concerns about privacy and security.
• Cybersecurity: Connected vehicles are vulnerable to cyberattacks, which could compromise safety and security.
• Ethical Considerations: AI algorithms must be designed to make ethical decisions in complex driving scenarios.
• Software Reliability: Software bugs and glitches could lead to system failures and accidents.

Addressing these challenges will require collaboration between automakers, technology companies, regulators, and cybersecurity experts. Robust testing, validation, and security protocols are essential to ensure the safe and responsible deployment of AI in vehicles.

Looking Ahead: The Future of Ford with AI

Ford’s commitment to AI is a bold move that has the potential to transform the driving experience. By leveraging the power of artificial intelligence and software-defined vehicles, Ford aims to create cars that are more personalized, intelligent, and safe. The rollout of these technologies over the next few years will be closely watched by the automotive industry and consumers alike. The integration of AI isn't just about adding features; it's about fundamentally rethinking the relationship between drivers and their vehicles, paving the way for a future where driving is more intuitive, efficient, and enjoyable. The future of Ford Cars Get AI is looking bright, and the innovations showcased at CES 2024 are just the beginning.