Artificial intelligence is rapidly reshaping the world, and it’s revolutionizing automotive retail and dealer operations. In this episode of Thriving in Chaos, Brian Benstock, partner GM and VP at Paragon Honda and Paragon Acura and Jay Abraham, legendary executive coach and founder and CEO of the Abraham Group explore practical AI applications dealers should adopt, the evolving consumer purchase journey, and the balance between technology and human connection.
Dealers should begin AI adoption in areas where they have existing strength, such as sales and communications.
“You have to start small, and I think dealers would best serve themselves by leaning into their area of strength.” —Brian Benstock
Using AI to enhance daily activities such as writing sales letters, sending text messages and creating advertisements can generate significant incremental value without adding cost. For example, Benstock highlights how Paragon successfully replicated the style of classic Volkswagen ads using AI at no extra agency fee, demonstrating how technology can boost marketing quality affordably.
Abraham stresses the importance of pushing AI tools beyond initial outputs by generating multiple variations and rigorously testing them. He highlights that precision in instructing AI with detailed queries, such as including SEO relevance or dealer-specific unique selling points, dramatically improves the quality and profitability of AI-generated content. This iterative approach unlocks the real power of AI in business.
The automotive industry currently lags behind many marketing-driven sectors in fully harnessing AI’s potential. Most dealers use it for advertising and marketing but underutilize its broader capabilities that can simultaneously increase revenue and reduce costs. Benstock points out examples of AI-generated digital assets, such as videos created in minutes without actor fees, illustrating how AI can rapidly produce personalized marketing materials.
Regarding workforce impact, Benstock advocates not for reducing headcount but for increasing productivity and doing more business with existing staff. AI can automate repetitive, lower-value tasks, freeing employees for higher-yield roles. Abraham agrees, stressing that reallocating human effort from routine to more strategic activities benefits both employees and the business.
AI can transform customer interactions by personalizing and streamlining the purchase journey, presenting tailored options and offers, much like e-commerce platforms serve customized ads. Benstock envisions a future where consumers configure vehicle purchases with options and financing choices online, receiving home delivery. Despite the technology’s readiness, internal industry resistance slows adoption.
Personalization also extends beyond sales to service and communications. AI can handle high call volumes for mundane inquiries and assist outbound calling campaigns, such as contacting customers with vehicle recalls or equity offers. Dealers managing thousands of contacts face practical challenges in outreach; AI promises to scale these efforts efficiently without overwhelming human teams.
“Any dealer that wants to really optimize and maximize the integrative power of human and artificial intelligence has to, first of all, fall in love with the clients they serve.” — Jay Abraham
AI is a tool to enhance human interactions, not replace them and the automotive industry will remain people-centered. Customers still value smiles and personal connections, and AI can support staff to deliver faster, more relevant service. Dealers must integrate AI carefully, complying with privacy laws and ensuring technology does not alienate customers through intrusive or excessive outreach.
