Ford and GM Use Agentic Data to Drive Subscription Revenue

Artificial intelligence (AI) could give automakers something they have spent years trying to build: a way to keep making money from a vehicle long after it leaves the dealership. Ford and General Motors (GM) are both betting that an AI assistant tied to a vehicle’s data can keep that relationship, and the revenue, going long after the sale.

Ford is rolling out an AI assistant through the Ford and Lincoln owner apps, reaching 8 million eligible vehicles after an initial launch earlier this year, Ford President of Integrated Services Mike Aragon said in the company’s Aug. 10 blog post. The assistant connects to a vehicle’s real-time data to answer questions about tire pressure, oil life and fuel level. An in-vehicle version is planned for 2027. The assistant sits inside Ford’s existing connected-services infrastructure, the same digital relationship customers already use to activate, buy and cancel services tied to their car’s own vehicle identification number, such as BlueCruise, ensuring the offer and pricing match that specific vehicle rather than a generic account.

The Subscription Numbers Already Explain Why

Ford CEO Jim Farley told analysts on the company’s second quarter earnings call on July 28 that paid BlueCruise subscriptions grew 20% during the quarter, and that BlueCruise now accounts for 50% of Ford’s retail Integrated Services revenue. Ford Pro Intelligence subscriptions surpassed 900,000, also up more than 20% year over year, and Farley said Ford could see Integrated Services contribute roughly half a percentage point to the company’s overall margin. Ford has not said it will charge separately for the new AI assistant. The value instead comes from making paid services easier to discover and renew, since an owner asking about a vehicle capability is already expressing exactly the kind of intent an AI system could connect to an eligible feature or subscription.

GM is running the same playbook at a larger scale. The automaker said in April it would bring Google Gemini to roughly 4 million U.S. vehicles across Cadillac, Chevrolet, Buick and GMC, and is separately developing its own assistant trained on proprietary vehicle data connected to OnStar, AutoNewsLine reported. GM’s OnStar platform ended the second quarter with $6.3 billion in deferred revenue, up nearly 50% year over year, and $800 million in recognized revenue, up 20%, GM CFO Paul Jacobson said on the company’s July 21 earnings call, putting GM on pace to reach $3 billion in recognized revenue through 2026.

Assistants Turn Vehicle Data Into a Sales Signal

That margin gap is what makes an AI assistant more than a convenience feature. A smartphone chatbot can explain how a car model generally works. An automaker’s own assistant can know the specific vehicle’s configuration, connected features and maintenance status, and use that knowledge to surface a paid feature or renewal when a driver needs one. Cars stay on the road for more than a decade, and historically, the manufacturer’s biggest opportunity to profit from that vehicle was concentrated at the original sale. Connected software has started changing that. AI could take that further, making the relationship active rather than something a customer has to seek out.

Ford and GM have not announced plans to turn their consumer AI assistants into explicit marketplaces, and questions remain about whether drivers will accept recommendations that double as sales pitches. But the pieces are already in place: connected vehicles, proprietary vehicle data, paid software subscriptions generating software-level margins, and an AI interface built to understand what a driver actually needs.

For all PYMNTS AI coverage, subscribe to the daily AI Newsletter.