Ford Patents Ad System That Tracks In-Vehicle Conversations

Ford has filed a patent for a system designed to deliver targeted ads inside vehicles, using various data sources like GPS location, voice commands, and even conversations between occupants. 

The patent, titled "In-Vehicle Advertisement Presentation Systems and Methods," was published in 2023, though Ford clarified that it doesn't necessarily indicate plans for immediate implementation. In a statement, the company emphasized, "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."

According to the patent, the system collects data from the vehicle’s navigation, microphone, and external sensors to determine optimal moments to serve ads. For instance, it could detect a pause in conversation and play an audio ad, or use the vehicle's speed and GPS data to suggest nearby businesses. The system could also respond to voice commands, offering ads based on discussions between the driver or passengers. If a driver asks about a restaurant’s hours, the system could respond by playing an ad for a different nearby restaurant.

Ford’s system is designed to learn from user behavior. The patent describes its ability to adjust ad frequency and content based on occupant reactions. Positive interactions, such as clicking on a promo code, would prompt similar ads, while negative feedback could decrease the ad frequency or modify the type of ads shown.

The system would also adapt to driving conditions. For example, in heavy traffic or off-road driving, it could limit the number of ads to minimize distractions, aiming to balance ad-based monetization with a safe and non-intrusive driving experience.

The document acknowledges that occupants may prefer fewer ads but seeks to maximize ad revenue without causing excessive irritation. Ford notes in the patent that there is a "natural inclination to seek minimal or no ads," suggesting the system would aim to strike a balance between user preferences and ad delivery.

In 2019, Ford filed another patent for a system that would detect billboards and display digital versions of those ads on the vehicle’s infotainment screen. Although there is no certainty that this technology will appear in Ford’s future vehicles, the patent highlights the company's ongoing focus on innovation.