Ford utilizes gamification and AI-powered education to train car dealers on EVs and other topics.

• On Wednesday, Ford is introducing a new training platform for its dealership network that incorporates AI for performance evaluations and mimics the user interface of Netflix and YouTube.
• The "Ford University" program aims to enhance customer service, motivate staff, and provide dealers and the company with valuable data for business purposes.
• Repeat customers are more likely to be happy and have better experiences with dealers, as automakers have long promoted.

The automaker is introducing a new training program for over 3,000 U.S. dealers on Wednesday, which utilizes artificial intelligence for employee evaluations and mimics the interfaces of Google and YouTube, rather than the traditional training courses.

The main objectives of the "Ford University" platform are to enhance customer service, increase employee engagement, particularly among younger workers who are used to consuming videos in large quantities, and provide dealers and the company with more data to aid in business operations.

"Abby Vietor, global director of dealer training and productivity, stated during a media briefing that the data they have not had to date makes this a rich area for them to ensure that the training they create is impactful and measurably drives the skills of individual employees."

Ford University will be overseen by Vietor, who joined the company in March 2023 after leading global games learning for Web Services. She declined to disclose the amount of money spent on the new training.

Dealership employees, who work independently for dealers, are vital to a company's sales, performance, and customer satisfaction. Automakers have long emphasized the importance of providing excellent dealer experiences to increase customer loyalty and repeat business.

These employees are also considered essential in educating the general public about electric vehicles, including those that run solely on electricity.

Since the early 2000s, when Ford switched from physical handbooks to digital ones, the platform, including mobile versions, has been the most significant change in the dealership employee training, according to Ford archivist Ted Ryan.

Ford University will replace word-based training with a mix of modules, including "AI supported missions, video and learning tools," officials said.

EV education

Videos and gamification are increasingly being used for employee education, with the new training heavily relying on these methods to improve engagement and retention.

"According to Peter Battle, a corporate coach and former dealer general manager of Pat Milliken Ford in Michigan, today's society and learning methods are better suited to the way people learn. He stated that people no longer learn by reading the owner's manual of their car."

The new Ford University videos launched at the same time are centered on electrified vehicles, including the all-electric Ford F-150 Lightning and Mustang Mach-E. Additionally, there will be educational content on EV charging and installation.

The slower-than-expected adoption of electric vehicles (EVs) is due to several factors, including a lack of understanding, high cost, and inadequate infrastructure.

"Vietor stated that EV is a key aspect of the training program, as the customer conversation in this area is constantly evolving and changing. The company wants to ensure that all employees are equipped to handle these changes."

AI evaluations

Ford University will employ an AI coaching tool to enhance employee knowledge and communication abilities, as automakers explore the most effective applications of emerging technology.

Employees could engage in a mock dialogue with the AI or be required to create a video showcasing their job role and product details.

The platform would evaluate the employee's enthusiasm, mannerisms, and knowledge, among other potential targets, based on their viewing history and specific areas for improvement. It would then suggest additional videos or information to enhance their learning experience, similar to how Netflix and other streaming services recommend content after a viewer watches a program.

"The platform's main objective is to provide ample practice opportunities," stated Kathy Munoz, Ford's dealer training and productivity manager. "With AI, we'll be able to scale this for everyone."

Ford created the AI using generative pre-trained transformers, or GPT, and Azure Copilot.

Initially, Ford University will be introduced for front-of-house staff, including salespeople, and later on, it is anticipated to extend to service workers and other specialized departments.