Ford is set to revolutionize the driving experience by introducing an AI-powered assistant designed to help drivers with everyday problems and vehicle management. The automotive giant announced on Wednesday that the first phase of its new AI assistant will launch through the Ford mobile app in the first half of 2025, with in-vehicle integration planned for 2027.
The AI assistant is described as a “deep, personalized intelligence that knows your specific vehicle, understands your unique needs, and anticipates your desires on every journey,” according to Ford’s official press release. This personalized approach aims to create a seamless connection between drivers and their vehicles, offering proactive assistance tailored to individual preferences and driving patterns.
Sammy Omari, head of Ford’s Advanced Driver Assist Systems (ADAS), explained the strategic rollout plan to Business Insider. The company is prioritizing the Ford and Lincoln mobile apps as the initial deployment platform, leveraging the existing user base that already engages with these applications. This approach allows Ford to quickly deliver the AI technology to customers while gathering valuable feedback before the more complex in-vehicle integration.
Interestingly, Ford will not develop its own large language model (LLM) for the assistant. “We’re not going to be directly competing with a Google or an OpenAI or a Meta,” Omari stated. Instead, Ford’s strategy involves taking existing LLMs and customizing them by providing access to vehicle-specific information, creating a specialized automotive AI experience without the massive investment required to build foundational AI models from scratch.
The announcement comes amid intense competition in the automotive AI space. California-based EV manufacturer Rivian announced a similar AI assistant in December 2024, planning to launch a “next-generation voice interface” in early 2026 for its Gen 1 and Gen 2 R1 vehicles. Demonstrations show these systems can understand natural language commands like “Can you make it a little bit colder for everyone in the cabin?”
Ford’s announcement was made during the Consumer Electronics Show (CES) 2026 in Las Vegas, where numerous automotive AI innovations were unveiled, including Amazon-backed Zoox’s robotaxi demonstrations, Uber’s first robotaxi design with Lucid and Nuro, and Nvidia CEO Jensen Huang’s announcement of Alpamayo, a new open AI model for autonomous vehicles.
Key Quotes
We’re not going to be directly competing with a Google or an OpenAI or a Meta. But what we do do is we take an LLM that’s available and then basically make it our own by giving it access to all the relevant information about the person’s vehicle.
Sammy Omari, head of Ford’s Advanced Driver Assist Systems (ADAS), explained Ford’s strategic approach to AI development. This statement reveals that Ford will focus on customizing existing AI models rather than building foundational technology, allowing the company to compete effectively without massive AI research investments.
And then in ‘27, we are actually going to launch that in vehicle and then scale that across our vehicles.
Sammy Omari outlined Ford’s phased rollout strategy, indicating that after the initial mobile app launch in 2025, the AI assistant will be integrated directly into vehicles by 2027. This timeline shows Ford’s methodical approach to deploying AI technology across its entire vehicle lineup.
Can you make it a little bit colder for everyone in the cabin?
This example from a demonstration of AI assistant capabilities illustrates the natural language processing features that both Ford and competitors like Rivian are developing. It shows how drivers will be able to interact with their vehicles conversationally rather than using specific commands or manual controls.
Our Take
Ford’s AI assistant strategy reveals a mature, risk-managed approach to AI adoption that other traditional manufacturers may emulate. By leveraging existing LLMs and focusing on vehicle-specific customization, Ford avoids the enormous costs and technical challenges of competing directly with AI giants while still delivering cutting-edge functionality to customers.
The two-year gap between mobile app and in-vehicle deployment is particularly smart, allowing Ford to iterate based on user feedback in a lower-risk environment before embedding the technology in vehicles. This contrasts with the “move fast and break things” approach often seen in tech startups.
However, Ford faces significant competition from both EV startups like Rivian and tech companies entering the automotive space. The success of this initiative will depend on execution quality and how well Ford’s customized AI truly understands and anticipates driver needs. The automotive AI assistant market is becoming increasingly crowded, and differentiation will be crucial.
Why This Matters
Ford’s AI assistant launch represents a significant shift in how traditional automakers are integrating artificial intelligence into the driving experience. This move demonstrates that legacy automotive manufacturers are actively competing with tech-forward EV startups like Rivian and Tesla in the AI-powered vehicle assistant space.
The strategic decision to leverage existing LLMs rather than building proprietary models signals a pragmatic approach that could become the industry standard. This allows automakers to focus on their core competency—understanding vehicles and driver needs—while utilizing cutting-edge AI technology developed by specialized companies.
For consumers, this development means more intuitive, conversational interactions with vehicles, moving beyond simple voice commands to truly intelligent assistants that can anticipate needs and provide proactive support. The 2025 mobile app launch followed by 2027 in-vehicle integration gives Ford time to refine the technology based on real-world usage.
This announcement also highlights the broader convergence of automotive and AI industries, as evidenced by the flurry of AI-related announcements at CES 2026, including autonomous vehicle technologies and partnerships between traditional automakers and tech companies.
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Source: https://www.businessinsider.com/ford-new-driving-companion-ai-assistant-2026-1