Among those filed recently is one from Ford for a system that gathers driver data to personalise in-car advertisements, which raises lots of concerns over privacy. This technological advancement can collect types of information from a car's GPS location to its driving habits and even conversations inside the vehicle. It aims to give targeted ads, real-time, which has raised issues among some privacy advocates over the level of surveillance this system will introduce.
While Ford explains patenting something does not equate to its actual implementation, the idea of the system raises some red flags. It shines a light on at least some of the dangers with gathering vast amounts of data and how that impacts any and all privacy concerns related to targeting consumers at the wheel.
What Does Ford's Patent Explain?
The patent explains the way in which information would be gathered and used by the system for delivering specific ads:
1. GPS Location: This one would identify where the car is and then which advertisements to pop up based on where various shops are in the area. Thus, if a driver is close to a fast food, then they may see an ad for that specific chain on the car's infotainment system.
2. Driving Situations: Ads can be targeted based on traffic conditions and speed of driving as well. When a driver is caught in heavy traffic, for example, ads might be displayed related to entertainment tools like audiobooks or podcasts.
3. Historical Data: Targeted on the basis of earlier behaviour such as which places one has earlier visited or what kind of music he prefers, historical data can be used.
4. In-Car Dialogue: The most contentious part of the patent is how the system will listen to dialogues going on inside the car, be it between the passengers or even among family members. If they are discussing going grocery shopping, the system could automatically point out nearby supermarkets.
Such data collection, particularly the dialogues, has been widely criticised as overly intrusive and a serious concern for privacy.
Privacy Concerns and a Backlash
As such, quite a few privacy advocates view this patent as a threat. Recording in-car conversations, even for the purpose of delivering ads, is a huge violation of privacy. If monitored at such levels, critics argue, it might lead to manipulations through advertisements and raise further worries regarding the usage and protection of data.
It's getting a little too intimate," says Daryl Killian, an automotive influencer discussing the issue. "We're so used to stuff popping up on our devices based on what we're doing online. For a car to be listening and sharing conversations is a bit much. It will send those consumers away who don't like the fact that companies collect this much data already.".
There are also concerns over safety, in that too many commercials can divert focus from driving.
Too much advertisement during driving may expose the driver to probable safety problems during very congested situations.
Ford Position and General Industry Trends
Ford has come out to explain that for them, patenting is just a ritual that does not mean the technology will be developed. The company has reported that this patent is part of the exploration of new ideas and should not be misconstrued as an expression of immediate implementation.
Ford has dabbled in personalised advertising before through a technology that would enable digital variations of signs to display on the windshield of a car for drivers as they drive by. But they are not alone in that. General Motors and many others have experimented with similar technology, which suggests an entire shift toward data-driven, personalised in-car experience.
The Dynamic Between Innovation and Privacy
While exciting with great potential in applications such as tailored navigation or real-time traffic updates, personalised in-car technology should be balanced with strong protections of privacy. Ability for drivers to opt out of data collection and advertising are all crucial to maintaining user trust.
There are several concerns that must be grappled with as this technology continues to evolve:
1. Transparency: Drivers should be told what data is being collected and for what purpose. There must be options that are clear for the users to control or opt-out from such collection of data.
2. Data Security: As more personal data is collected, robust security measures are crucial to protect against unauthorised access or breaches.
3. Regulatory Oversight: Governments may have to evolve and make clearer regulations about how the data of drivers is collected, used, and secured in order to help better protect consumer privacy.
Essentially, as such innovations promise convenience with personalised advertising, it is similarly very important to balance these innovations with necessary protective layers on the side of privacy. Car manufacturers will have to ensure that new technologies improve the driving experience without derailing user trust.
