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You know how you talk about wanting something new then ads for that item appear on your phone? That’s because technology is listening. Ford models want to cash in on this trend as well. Cars, trucks, and SUVs might start tracking your personal data even more. 

Ford models might listen to you to create custom ads 

Surprise, automotive brands want to figure out how to get more money from drivers. Ford models might start listening to you and collecting your data to provide curated content with personalized ads. 

Imagine talking about toilet paper in your Ford F-150, and then hearing an ad for it on the radio. It could even display visual ads for a certain toilet paper brand based on advertising rates. 

Ford filed a patent for a system that could learn to identify your voice and the voice of passengers for personalized ads. 

According to MotorTrend, the patent filing acknowledges that in-car advertising could frustrate drivers. The system might recognize when an occupant has a natural inclination to seek minimal or no ads. 

The 2024 Ford Explorer off-roading in sand
2024 Ford Explorer | Ford

Reportedly, the patent might use algorithms to bypass occupants’s preference for zero ads by playing them at strategic times to minimize disruption by understanding the context. 

I’m no technology expert, but that sounds like mumbo jumbo for a system that figures out how to advertise to people who don’t want their SUVs to play ads. 

But at least Ford models will be able to tell if you prefer visual or audio ads, right? It could disrupt you based on the ways you would like to be bothered. 

A Ford spokesperson shared, “Submitting patent applications is a normal part of any strong business as the process protects new ideas and helps us build a robust portfolio of intellectual property. The ideas described within a patent application should not be viewed as an indication of our business or product plans. No matter what the patent application outlines, we will always put the customer first in the decision-making behind the development and marketing of new products and services.“

The system could be used for the greater good. For example, what if you’re driving to a fast food place with your GPS system and your Ford Mustang gives you a discount code? A discount of $20 or a month to accept ads in your car might help you save some cheddar. 

However, this is only a patent for Ford models. The system could just be protected as intellectual property. It might not ever be used in cars. Stay tuned for updates.

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Staff Writer

Allison Barfield

Allison Barfield joined MotorBiscuit in 2020 and covers all things trucks, SUVs, and Jeeps. Having grown up on a farm in Rock Hill, South Carolina, she’s no stranger to the “Best in Class” truck and SUV debates; people in her hometown were always gathering to help work on vehicles together, and deliberation would naturally arise.

Allison graduated from the University of South Carolina with a degree in Media Arts. She has helped bring awareness to issues Women In Trucking face and has promoted Truckers Against Trafficking, an anti-trafficking NGO.

A fan of creatively dark literature, Allison appreciates the works of Shirley Jackson and Emily Dickenson. She lives in a mountainous area of the country and enjoys off-roading and camping. Her dog, Bruce, often joins her in testing trucks and SUVs for our site.