Ford Motor Company is taking a major step toward autonomous driving and in-car artificial intelligence, announcing plans to introduce its first “eyes-off” driver-assistance system by 2028, alongside a new AI assistant that will reach vehicles by 2027.
The announcements signal a shift in Ford’s technology strategy, focusing on advanced software and driver support rather than fully self-driving cars. According to the company, the upcoming system will allow drivers to take their eyes off the road under specific conditions, though they must remain ready to take control when required.
Ford executives said the eyes-off technology represents the next evolution of its existing BlueCruise platform. BlueCruise already enables hands-free driving on pre-mapped highways in the US and other markets. The new version will expand capability while staying within regulatory limits.
Unlike fully autonomous systems, Ford’s eyes-off feature will work only in defined environments, such as controlled highway traffic. The company stressed that safety remains the priority, with multiple driver-monitoring systems and sensors in place to ensure drivers remain alert.
Alongside driving technology, Ford is also betting heavily on artificial intelligence inside the vehicle. The company confirmed it is launching an AI assistant inside its mobile app first, before integrating it into vehicles by 2027. The assistant will help drivers with vehicle controls, navigation, charging guidance for electric vehicles, maintenance questions, and trip planning.
Ford said the AI system is designed to act as a conversational interface rather than a simple voice command tool. It will answer questions in natural language and adapt to driver habits over time. The company views this as a key differentiator as vehicles become more software-driven.
Tech analysts say the move reflects growing competition in the auto industry, where carmakers are racing to offer smarter driver-assistance features without overpromising full autonomy. Ford previously scaled back its self-driving ambitions after shutting down its autonomous unit, Argo AI, and now appears focused on incremental, commercially viable technology.
The company has not disclosed pricing details for the new eyes-off system, though existing BlueCruise features operate on a subscription model in several markets. Analysts expect Ford to continue using subscriptions to generate long-term software revenue.
If successful, Ford’s strategy could reshape how drivers interact with their cars. Instead of chasing fully driverless vehicles, the automaker is betting that safer automation and useful AI tools will appeal to mainstream buyers first.
