Talks With Teads | Ford on Creating Authentic Engagement through Innovation

In the latest episode of “Talks of Teads,” we find ourselves at the buzzing New York Auto Show where Natalie Bastian, the Global CMO of Teads, is captivating with Jen Brace, Chief Futurist at Ford. The episode was particularly special as it was filmed amidst the dynamic backdrop of the Media Post Auto Summit, a hub for top-tier marketers and media experts sharing insights around creating authentic engagement through innovation.

Key Topics Explored:

The Role of a Chief Futurist

Jen Brace who holds arguably the coolest job title in the automotive industry, sheds light on what being a Chief Futurist entails. 

Unlike what the futuristic title might suggest, her role doesn’t involve a crystal ball but rather a keen focus on broad societal trends—social, technological, economic, environmental, and political—that could influence automotive and consumer expectations. “I pay attention to all the things happening outside of automotive that might impact how we operate our business,” Jen explains, highlighting her role in steering Ford through evolving market landscapes and consumer dynamics.

Electric Vehicles (EV) on the Horizon

During the discussion, Electric Vehicles (EVs) were a hot topic, especially with Ford preparing to release an auto study indicating a significant consumer shift towards EVs. Jen notes the importance of alleviating “charging anxiety” and the necessity for robust support infrastructures that reassure potential EV owners. She emphasizes meeting consumers where they are, offering them options that transition from traditional gasoline vehicles to hybrids and eventually to full EVs, ensuring a comfortable shift for all.

AI’s Role in Consumer Engagement

AI and its implications in consumer interactions form a crucial part of their dialogue. With AI becoming an ever-prominent topic since the advent of tools like ChatGPT, Jen speaks on consumer wariness and the necessity for brands to be transparent about their AI use. “At Ford, we provide our teams with AI ethics principles to ensure our products and services uphold high standards,” Jen states, advocating for a transparent approach that builds trust with consumers.

The Potential of AI and Brand Accountability

Concluding the conversation, Jen and Natalie discuss the potential of AI to forge one-to-one relationships with consumers, stressing the importance of responsible usage. They explore how AI can be tested to improve marketing effectiveness and customer engagement without compromising ethical standards or consumer trust.

This episode of “Talks with Teads” not only provided a glimpse into the futuristic planning at Ford but also underscored the importance of ethical considerations and consumer-centric approaches in the rapidly evolving automotive sector. 

To learn more about how auto consumers shop today, download our Shifting Gears study.