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Ford has filed a patent that allows it to collect driver data, including conversations in the vehicle, to display personalized ads. Learn how this technology could impact drivers' privacy
Ford has just patented a system that could transform the way we consume advertising in cars, but it's getting mixed reactions from consumers. According to the patent filing, the automaker is protecting the idea of a work that uses different sources of information, such as voice commands, personal preferences and even conversations inside the vehicle, to personalize advertisements displayed to occupants.
The patent suggests that the car could, in real time, adjust the type and format of ads based on what is happening around and inside the car. vehicle.
Ford system that monitors and adapts ads
The concept described in Ford's patent is complex and involves a combination of internal and external sensors. These sensors can detect the surrounding environment, such as weather conditions and traffic, and also monitor what's happening inside the car, such as conversations and occupant preferences.
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The idea is that by identifying patterns and understanding context, the system could adjust the number and type of ads displayed.
For example, if the system notices that you are heading to the mall, it could display relevant ads for stores along the way.
If you prefer audio announcements, the system adjusts how they are displayed, perhaps every five minutes, depending on traffic conditions and the level of conversation in the car.
The system can also differentiate between occupants, providing visual announcements to passengers and audio announcements to the driver.
A balance between monetization and privacy
The system described in the patent does not ignore the fact that occupants may not like having ads displayed while they drive. The patent acknowledges that many consumers prefer not to see or hear ads in the car, but Ford appears to have thought of ways to get around that resistance.
The system would attempt to balance maximizing revenue with minimizing occupant irritation by scheduling ads at less intrusive times and ensuring relevance based on context.
Using an algorithm that measures how users interact with ads — whether they click or voice dissatisfaction out loud, for example — the system would adjust the amount and type of advertising displayed.
This means that if you show discontent, the system may reduce ads, but if there is a positive interaction, it may increase the frequency of ads.
It's not an imminent implementation, but…
It is important to note that the fact that Ford has registered the patent does not mean that the system will be implemented soon.
The patent serves more as a way to protect the company's intellectual property, ensuring that if the technology is developed in the future, Ford will have the rights to the idea.
In a statement to MotorTrend, Ford clarified that submitting patent applications is a normal part of the innovation process and does not necessarily reflect future business plans or products.
However, the system described in the patent raises questions about privacy and how far automakers can go in seeking new forms of monetization.
Car advertising: an inevitable trend?
With the growing number of subscription-based features like entertainment and navigation services, perhaps the idea of a system that displays ads in the car isn't so far off the mark.
The system proposed in Ford's patent may seem invasive, but it could also become a new way for automakers to generate revenue, especially if consumers are incentivized to accept it in exchange for discounts or benefits, such as a reduction in the monthly fee for subscription services.
Regardless, the idea of being closely monitored while driving, with ads popping up based on your conversations or your destination, may not appeal to everyone. But since the patent filing is no guarantee of implementation, for now, Ford is simply playing it safe in terms of intellectual property.
However, as technology advances and personalization becomes more present in consumers’ daily lives, in-car advertising may no longer be a question of “if,” but “when.”
