Ford Motor Company is exploring a new advertising model that could significantly change the in-car experience for drivers and passengers.
Monitors Conversations
The company has patented a technology that not only displays targeted ads on vehicle screens but also collects data on drivers and potentially monitors their conversations, according to Moto.
Under this new system, Ford vehicles will gather information such as the driver’s destination, historical navigation data, route preferences, speed, and traffic conditions. This data will be sent to Ford’s servers, which will then analyze it to determine which advertisements to display on the vehicle’s screens.
But the technology goes beyond simple data collection. Ford plans to analyze “acoustic data” from the vehicle’s cabin to gauge passenger reactions to the ads being shown. By detecting keywords or the level of conversation, the system could choose to display ads based on the cabin's activity.
For instance, if passengers are engaged in a lively discussion, the system might pause the advertisement, while it could opt to show one if the cabin is quiet.
Raises Ethical Questions
While this advanced advertising technology is certainly innovative, it raises significant privacy concerns.
Many drivers might feel uneasy knowing that their vehicle is collecting personal data and potentially listening in on their conversations. It’s a troubling thought that owners could be digitally monitored by their own cars, raising ethical questions about consent and ownership.
Moreover, this isn’t entirely new territory; phones and websites have been gathering similar data for years. Ford’s approach may suggest a future where drivers could even face subscription fees to eliminate ads, akin to services like YouTube.
While this patent is still in the early stages and Ford hasn’t implemented it yet, the potential for such invasive technology has many questioning whether this is a step too far in the quest for advertising revenue.
Since the article was written, a spokesperson from Ford reached out to our editors to add the following quote:
"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."
