Ford Mustang on display at the Fresh York Auto Show on April 6, 2023.
Scott Mill | CNBC
DEARBORN, Mich. — Ford engine launches Wednesday a up-to-date training program for more than 3,000 franchised dealers in the U.S. that uses artificial intelligence to evaluate employee coaching and emulates Netflix and YouTube offer more than established automaker training courses.
Ford says the main goals of the “Ford University” platform are to improve customer service, better engage employees – especially younger employees who are accustomed to watching videos all the time – and provide dealers and the company with more data to facilitate the business.
“This will ensure that we are actually creating training that will have the greatest impact and that will measurably impact individual employee skill development,” Abby Vietor, global director of dealer training and productivity, said during the media briefing. “This is data that we haven’t had before. So this is a prosperous area for us.”
Vitor who joined Ford in March 2023 following the leading global educational games for Amazon Web Services will be overseen by Ford University. She did not want to reveal how much the company spent on up-to-date training.
Dealer employees, who are independently employed by dealers, are critical to sales, company performance, and customer engagement and satisfaction. Automakers have long touted the notion that better dealer experiences lead to happier customers who are more likely to become repeat customers.
Abby Vietor, Ford’s global director of dealer learning and productivity and director of Ford University.
Ferry
Such workers are also seen as key to educating mainstream consumers about electrified vehicles, including all-electric models.
According to Ford archivist Ted Ryan, the platform, including the mobile versions, represents the most significant change in Ford dealership employee training since the transition from physical to digital manuals in the early 2000s.
Company officials say Ford University also offers more established, printed training resources. However, according to Ford, the word-based training will be phased out and replaced with a set of modules including “AI-powered missions, video and science tools.”
EV Education
The up-to-date training relies heavily on videos rather than written words to educate employees, as well as “gamification,” or game-like learning, to facilitate engage and retain employees.
“It’s much more relevant to today’s society and the way people learn today,” said Peter Battle, corporate trainer and veteran general manager of the Pat Milliken Ford dealership in Michigan. “They don’t learn by opening the owner’s manual and reading what their car does.”
An example of films on the Ford University platform, inspired by streaming services.
Ferry
Many of Ford University’s up-to-date videos available at launch focus on electrified vehicles, including all-electric models like the Ford F-150 Lightning and Mustang Mach-E. There will also be general topics, such as education on charging and installing electric vehicles.
A lack of understanding about electric vehicles is one of several issues identified by automakers that is contributing to a slower-than-expected vehicle rollout. Cost and infrastructure also play a role.
“EV is certainly part of our focus on accessible training,” Vietor said. “This is an area where the conversation with the customer evolves and changes. We want to make sure all employees are prepared to talk to him.”
Artificial Intelligence Assessments
Ford University will employ AI coaching to improve employee knowledge and communication skills, a up-to-date AI tool as automakers experiment with best employ cases for the emerging technology.
For example, employees might have a mock interview with the AI or be asked to submit a video describing themselves, their position, and some key facts about the product.
The AI tool would then evaluate the employee on their enthusiasm, mannerisms and knowledge, among other potential goals. Based on these results, as well as viewing history and specific areas for improvement, the platform can then suggest additional videos or information to the employee – much like Netflix and other streaming services do after a viewer has watched a show.
“With artificial intelligence, we’ll be able to scale this for everyone,” said Kathy Munoz, Ford’s manager of dealer training and productivity. “The whole point of the platform is practice, practice, practice.”
The AI was developed by Ford using pre-trained Generative Transformers, or GPTs MicrosoftAzure Copilot.
Ford University will initially be open to front-of-house workers such as salespeople, but is expected to eventually expand to service workers and other more technical departments.
