Ford Media Center

What’s Your Focus? Huge Letter Installation Uses AI to Interact with People

Caption: Speak with AI about your passion and see it come alive on giant ‘FOCUS’ letters

A huge first-of-its-kind installation is beginning a tour of Europe this week, allowing people passing by to interact with artificial intelligence (AI) about what they focus on in life; and witness their passions displayed across 540 LED video tiles embedded on a six-metres high, 30-metres long structure that spells the word ‘FOCUS’.

The AI can converse in four languages, understands any passion stated in the conversation ─ from surfing to stamp collecting ─ and is able to search millions of images to accurately match the passion of every unique user. Once the user finishes the conversation, they can stand back and watch their passions unfold across the giant letters; a video of their personalised experience will also be taken that they can share on their social media.

It took around 200 hours to train the AI to understand and respond to the user’s chat and recognise their stated passions, and more than 6,000 hours to fabricate the 20 tonne structure.

Supporting the launch of the all-new Ford Focus, the letters will visit the following locations with media previews ahead of each:

  • Radio City, Milan, Italy – June 1-3
  • Potters Field, London, UK – July 5-7
  • Sony Centre, Berlin, Germany – July 13-15
  • Plaza Mayor, Madrid, Spain – dates TBC

For more information on this story please contact Finn Thomasen (

or +44 126 840 1908)


About Ford Motor Company

Ford Motor Company is a global company based in Dearborn, Michigan. The company designs, manufactures, markets and services a full line of Ford cars, trucks, SUVs, electrified vehicles and Lincoln luxury vehicles, provides financial services through Ford Motor Credit Company and is pursuing leadership positions in electrification, autonomous vehicles and mobility solutions. Ford employs approximately 202,000 people worldwide. For more information regarding Ford, its products and Ford Motor Credit Company, please visit


Ford of Europe is responsible for producing, selling and servicing Ford brand vehicles in 50 individual markets and employs approximately 54,000 employees at its wholly owned facilities and approximately 69,000 people when joint ventures and unconsolidated businesses are included. In addition to Ford Motor Credit Company, Ford Europe operations include Ford Customer Service Division and 24 manufacturing facilities (16 wholly owned or consolidated joint venture facilities and eight unconsolidated joint venture facilities). The first Ford cars were shipped to Europe in 1903 – the same year Ford Motor Company was founded. European production started in 1911.

CO2 Emission