Artificial intelligence (AI) and automation are revolutionizing the dealership landscape, especially in sales operations. On today’s episode of Dealer Forward, Mark Vickery, Associate Vice President of Performance Management at Cox Automotive, shares insights on how AI-driven tools like predictive analytics and automation are reshaping workflows and helping dealerships identify and engage with customers more effectively.
Mark Vickery highlighted that while many dealers are excited about AI’s potential, there remains a mix of hesitation and distrust. A Cox Automotive survey revealed that 80% of dealers do not find AI overly technical or complicated, and most agree it can simplify tasks. However, 40% are hesitant to adopt AI, and fewer than 25% fully trust AI to assist with their jobs.
Two types of AI, predictive insights and automation, are delivering substantial value to dealerships:
- Predictive Insights: Tools like VIN Solutions enable dealerships to identify customers who are actively shopping—even if they haven’t submitted a lead. This allows sales teams to initiate engagement early, potentially closing deals faster.
- Automation: Platforms like Cox Automotive’s Automotive Marketing Platform (AMP) automate personalized marketing campaigns, sending targeted messages based on a customer’s online behavior.
Vickery emphasized that clean data is critical for AI tools to succeed. He advised dealerships to integrate data collection into their daily culture, train staff effectively, and rely on partners like Cox Automotive for guidance. Vickery also recommended appointing an accountability officer at the dealership level to ensure data integrity and seamless implementation of AI solutions.
“This is new stuff, and you’ve got to lean on people who help dealerships do this all the time. Tools like predictive insights and AMP can do more than ever, but they’re only as good as your data. That’s why clean, reliable data isn’t just important—it’s essential for success.”
