Ford Is Moving Quickly on AI. Customers Are Still Skeptical

Ford used its CES appearance this year to outline changes to how advanced vehicle software will be distributed across its lineup. Chief executive Jim Farley said the company intends to expand access to features that have typically been limited to higher-priced vehicles. The announcement focused on a new AI assistant, a redesigned in-vehicle computing system, and a longer-term roadmap for driver-assistance technology.

Public reaction to the announcement was mixed on social media. Technical audiences focused on system architecture and software integration. Many drivers expressed concern about reliability, cost, and added complexity, often referencing prior experiences with vehicle software and recalls. The difference between those responses sheds light on a gap between Ford's ambitions for its software systems and what customers want from their vehicles.

Why AI Makes Sense to Ford’s Engineers (But not Customers)

Ford describes its AI assistant as software that operates across the ownership experience rather than as a standalone in-car interface. “This isn’t just another LLM or a piece of software you talk to occasionally,” wrote Mike Aragon, president of integrated services at Ford Motor Company. “We view it as an ‘intelligent thread’ woven seamlessly through every aspect of your life with Ford.”

According to Ford, the assistant will launch first through the Ford and Lincoln mobile apps in the first half of 2026. Integration into vehicles is scheduled to follow beginning in 2027. The rollout coincides with a new in-vehicle high-performance compute center designed to consolidate infotainment, driver-assistance systems, audio, and networking into a single module developed internally.

Centralized computing and software reuse are common approaches in automotive engineering for reducing electronic complexity and long-term support costs. Doug Field, Ford’s

chief EV, digital, and design officer, has said that internal control of compute and software architecture allows greater consistency across vehicle programs.

Labor availability provides additional context. Farley has said shortages of skilled blue-collar workers limit the ability to build and maintain factories, data centers, and dealership service operations. “I think the intent is there, but there’s nothing to backfill the ambition,” he told Axios in 2025, referring to domestic manufacturing and AI infrastructure goals.

Federal data indicates continued demand for service labor. The U.S. Bureau of Labor Statistics projects approximately 70,000 openings per year for automotive service technicians and mechanics through 2033, largely driven by retirements and workforce turnover. Ford’s AI initiatives aim to partly ease that burden.

Drivers Are Wary of Smarter Cars

Consumer research shows that vehicle software remains a frequent source of dissatisfaction. J.D. Power’s 2025 U.S. Multimedia Quality and Satisfaction Study reported that five of the ten most commonly cited vehicle problems involve multimedia systems, with touchscreen and display-related issues increasing year over year.

“Vehicle owners desire technology that is easy to use and minimizes distractions while driving,” said Lisa Boor, senior manager at J.D. Power. “User frustration builds when controls are confusing and screens are cluttered.”

Surveys from organizations such as AAA show that a majority of U.S. drivers remain cautious about higher levels of vehicle automation. At the same time, recall activity has contributed to concern about software reliability. Last month, Reuters reported that Ford recalled 108,762 vehicles due to a liftgate hinge issue. Industry tracking shows Ford issued more recalls in 2025 than any other U.S. automaker, with many tied to software or electronic systems.

Still, J.D. Power has also reported that some advanced vehicle systems can reduce driver workload when implemented consistently. Kathleen Rizk, senior director at J.D. Power, said smart technologies can “reduce the cognitive workload and some of the difficulties that drivers face with digital systems.”

J.D. Power’s yearly U.S. Tech Experience Index now includes a smart vehicle category to quantify how owners perceive and use these technologies. Early experiences with updates, including enhancements intended to improve satisfaction and reduce downtime, already factor into those scores. For Ford’s AI assistant, the expectation is a “deep, personalized intelligence that knows your specific vehicle, understands your unique needs, and anticipates your desires on every journey,” as stated in the company press release. This will be evaluated through changes to customer experience scores in these indexes.

Ford plans to make its AI assistant available through its mobile apps to up to 8 million customers starting in the first half of 2026, a scale that will test adoption before full in-vehicle integration.