Artificial intelligence technology provider Impel is joining with FordDirect in a strategic partnership to bring Impel’s conversational AI products to Ford dealers and Lincoln retailers nationwide.

FordDirect is a joint venture between Ford Motor Company and its franchise dealers that serves as the data hub connecting them. Through a direct integration with FordDirect’s Customer Journey Platform, the companies said, dealers will be able to use proprietary customer data and Impel’s AI to deliver hyper-personalized concierge experiences at every stage of the customer lifecycle

FordDirect and Impel plan to celebrate the partnership Friday with a ribbon-cutting ceremony and demonstration at the Impel booth at the NADA Show in New Orleans.

Impel’s automotive AI platform is designed to use conversational AI technology paired with proprietary language models to activate customer data platform data and engage customers with personalized content and experiences.

Through a bi-directional integration of FordDirect’s CJP with Impel AI, the companies said they’re creating a “virtuous cycle” that grows stronger with every interaction. Customer data and insights are used to inform AI interactions, and AI interactions generate new self-reported customer data that is fed back into the CJP.

“By activating FordDirect’s deep consumer insights with Impel’s conversational AI capabilities, we’re enabling our dealers and retailers to connect with customers in more meaningful and impactful ways,” FordDirect CEO Dean Stoneleysaid. “The results from our early pilots with Impel demonstrate the power of intelligent automation for dealers and consumers alike.

“Together we’re not just responding to the needs of today’s automotive market — we’re shaping the future.”

In the recent pilot program, participating Ford dealers who used Impel AI reported a 65% rise in showroom appointments set from inbound sales leads, increased sales team productivity including a 24% jump in outbound phone calls made and twice the total touches per lead, and an average of 132 incremental service repair orders per dealer per month.

“Impel and FordDirect are united in our vision to transform automotive retailing by making every interaction with every customer more efficient, effective and engaging,” Impel co-founder and CEO Devin Daly said. “This partnership is not just about implementing technology — it’s about building more meaningful relationships that inspire lifelong customer loyalty.

“Together with FordDirect, we’re equipping dealers with solutions that not only streamline operations but also elevate the customer experience. We couldn’t be more excited to bring these powerful new capabilities to Ford Motor Company’s more than 3,000 dealers.”