In 1999, I was a first-year MBA student at Dartmouth. I recall a group of my classmates sitting in the back of the class. They weren’t taking notes; they were trading stocks on their laptops. Between classes, we downloaded music on Napster. That same year, Blogger launched, and suddenly you didn’t need to know how to code to have a voice on the internet.

What I remember most about that moment wasn’t the technology itself — it was the momentum shift. The internet stopped being a place you visited and became a capability you used. It almost instantaneously weaved itself into how we worked, how we consumed, and how we connected. I hadn’t felt that same shift, the same change in velocity, until now.

AI feels like that again. But this time, it’s not about connectivity. It’s about cognition. And just like the early days of the internet, we’re at the point where the question isn’t whether this will transform how we live. It’s whether we’ll build it to truly be useful.

The Challenge: AI Shouldn’t Feel Generic

We've all watched AI weave itself into our daily lives. It's in our pockets, steering our playlists, finishing our sentences, and quietly managing our calendars. But despite its constant presence, most of it still feels impersonal, like a tool that knows about people in general but doesn't really know you.

In the automotive world, the integration of AI has been even more fragmented. It is often limited to basic tasks inside the vehicle, and it is treated as a luxury reserved only for the most expensive vehicles. The industry standard has been to bolt on generic AI or one-size-fits-all solutions that don’t truly understand you or how you move through your day.

That is simply not the Ford way.

What if Your Vehicle Actually Knew You?

A truly thoughtful, integrated AI experience shouldn't be a luxury. It should be as expected and seamless as pulling up directions on your phone or streaming a song. So, we asked ourselves: What if we could build an assistant that truly understands your specific vehicle, anticipates your needs, and becomes an intelligent thread woven throughout your Ford experience?

Today at CES, we introduce the answer to that question: The Ford AI assistant.

This isn't just another LLM or a piece of software you talk to occasionally. We view it as an "intelligent thread" woven seamlessly through every aspect of your life with Ford. It is a deep, personalized intelligence that knows your specific vehicle, understands your unique needs, and anticipates your desires on every journey.

Imagine you’re at the lumber yard staring at a stack of firewood — cords, half-cords, bundles — ready to load up. Instead of guessing or using a tape measure, you snap a photo on your phone and ask: “How much of this will fit in my truck bed?”

Within seconds, the assistant analyzes the stack, estimates volume, and translates it into real terms — how many bundles, or what fraction of a cord — based on your Ford truck’s exact bed length and tie-down configuration. It’s a seamless experience that blends Ford-specific vehicle knowledge with the job in front of you, even if you’re nowhere near the truck.

App First: Intelligence for Everyone

We are not waiting for a distant future to deliver this. Starting in the first half of 2026, the Ford AI assistant will begin arriving in your Ford or Lincoln App and will reach up to 8 million customers. (And our commercial customers can expect a purpose-built AI tool designed specifically for them — more to come on that soon.)

We chose an "app first" approach because it allows us to reach millions of Ford customers faster. You shouldn't have to wait to buy a brand-new vehicle to experience the future of Ford intelligence. With an in-app launch, we can deliver advanced features and personalized assistance to the Ford you already own.

Seamless Integration: The Road Ahead

The app is just the beginning. The true magic happens when this intelligent thread extends from your pocket into your dashboard.

By 2027, the Ford AI assistant will be integrated into Ford and Lincoln vehicles. This won't just be mirroring your phone screen; it will be deep, thoughtful intelligence embedded directly into the driving experience.

Empowering Your Journey

Ultimately, this is about more than just technology. It’s about making your ownership experience effortless and giving you an assistant that understands your vehicle.

We are moving beyond the status quo of generic, fragmented tech to create a future where your vehicle is as smart, responsive, and personalized as the rest of your life. We can’t wait for you to meet your new assistant.

Mike Aragon is president, integrated services at Ford Motor Company.