Ford Is Using Artificial Intelligence To Train Its Dealership Staff

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We examine Ford's new online dealership training system, Ford University, which leverages AI to help train dealership staff.

Love or hate them, automobile dealerships aren't going anywhere in the US. The strict dealership laws and the powerful dealer lobby behind them all but guarantee that the established brands won't be able to offer direct-to-consumer sales anytime soon. Meanwhile, the dealer's job of understanding and explaining how the vehicles work has been getting more and more difficult as the tech inside the cars advances.

I was impressed at how the AI picked out specific words that I used to point out that they were effective and suggested words and terms that I could have included to improve my score. Ford University app There's also a gamification aspect to Ford University that Vietor hopes will inspire users to engage more with the system. Every employee has their own account and earns points for watching instructional videos and participating in tasks.

 

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