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Ford's new AI subsidiary wants to create hands-free, eyes-off driver assist systems

Latitude AI hopes you'll be able to take your eyes off the road someday.

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Hate sitting in rush hour traffic? Ford knows you do — and the company is doubling down on developing automated driving technology to help make traffic a little more tolerable. Today, Ford announced the creation of Latitude AI, a wholly owned subsidiary that aims to make driving less stressful, specifically in "bumper-to-bumper traffic or on long stretches of highway."

The idea seems to be to develop a more advanced version of Ford BlueCruise — but without sensors that warn drivers to pay attention if their eyes wander from the road. Ford's announcement instead imagines the system giving drivers an "eyes-off-the-road" experience that can give them "some of their day back."