Ford to launch AI assistant in 2026, aims for Level 3 driving in 2028

Ford announced at CES 2026 that it will roll out a new AI-powered voice assistant to customers later this year, marking a fresh push into software features as it searches for growth beyond traditional vehicle sales. The company said the assistant will first arrive on Ford and Lincoln mobile apps in 2026, then expand into vehicles in 2027. 

Ford’s goal is to make the tool practical by connecting it to vehicle-specific data, such as trim level and dimensions, so it can answer questions tailored to the owner’s car or truck. Ford described a scenario where a truck owner could take a photo of items like mulch bags and ask how many would fit in the bed, with the assistant using the vehicle’s exact specs to respond.

While Ford is not building its own large language models or custom chips like some rivals, it said it is bringing more core development in-house to cut costs and maintain control. The company plans to design its own smaller, more efficient electronic and computer modules, aiming to lower the price of advanced features so they can appear in vehicles that sell in higher volumes. Executives said the approach is about balancing performance, cost, and physical size rather than competing in a raw processing “arms race.”

Ford’s broader automation roadmap ties to its upcoming Universal Electric Vehicle platform, targeted for 2027. The company said it expects to introduce a hands-free, eyes-off Level 3 driving feature in 2028. Before that, it plans to extend its current BlueCruise system beyond highway-only use, moving toward point-to-point hands-free driving that can handle intersections and traffic lights. 

Level 3 would still require drivers to be ready to take control when prompted, a point that has drawn concern from some experts who warn drivers may struggle to stay attentive when the car is doing most tasks.

The announcements come as Ford faces pressure to deliver more affordable electrified vehicles after weaker-than-expected results from high-profile EV launches. The company has also adjusted course since ending its Argo AI self-driving program in 2022, focusing now on advanced driver assistance rather than fully autonomous robotaxis, and leaning into partnerships such as integrating Google’s Gemini while keeping its assistant flexible enough to work with different AI models.