Artificial Intelligence: How Is It Impacting Dealerships?

artificial intelligence

It’s no longer stuff of fiction – artificial intelligence, or AI, is changing the way consumers interact with you at your dealership and what they expect out of a vehicle today.

From assisting buyers to improving the way you market to consumers, AI is here to stay. So, what ways are you going to implement it? Let’s take a look at what some dealers are already doing.

Get to Your Target Market Faster

The marketer is often looked at as the profit center today, not the sale staff. Marketers are driving growth, and they’re using AI to gain more leads.

The goal is to know as much as possible about your target market, and analytics can get you there. You need to know where the consumer is going to pull up research and read reviews. Are they busy on social media? Digging through the analytics can prove highly valuable, and AI has a hand in that.

AI is the Key to Improved Service and Sales

Chatbots are increasingly valuable to dealerships as they enhance the way we communicate with consumers. This is a helpful tool for creating a memorable brand experience.

Mercedes-Benz has utilized chatbots through Facebook and has found that it has improved the brand experience with inquiring consumers.

When customers or prospective customers call into the dealership, it’s important to utilize speech analytics to guide the caller effortlessly and fluidly through the call. AI is assisting to make this a robust tool that can improve service and sales.

Help the Consumer

There’s a good chance you’re at least somewhat invested in the idea of personalizing to cater to your target market. AI is helping you figure out exactly what buyers want. AI is adaptive and can help you determine what a consumer will want to buy before they even know exactly what they want.

A simple view of this is evident to iPhone users with the Siri personal assistant. People are using Siri to find out information on vehicles simply by saying, “Hey Siri. What is the hottest selling car on the market today?” Or if your wife is car shopping, you might have heard her say, “Hey Siri. What’s the most popular car for women today?”

Alexa is Amazon’s personal assistant, and it too can be used to pull up information on the questions consumers have about cars. This, in turn, helps in moving along the buy cycle of an automobile.

How are you embracing AI today? What technological advancements are you utilizing to improve your brand experience?


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