According to Mark Vickery, the Associate Vice President of Performance Management at Cox Automotive, artificial intelligence (AI) is reshaping the automotive industry experience. On today’s episode of Driving Solutions, Vickery notes that AI is not about replacing human interaction but about enabling dealers to provide a more personalized, efficient, and satisfying customer experience.
In a recent Cox Automotive study, the results revealed that car shopper satisfaction is at an all-time high, and Vickery believes AI can help dealers sustain that momentum. By analyzing consumer behavior across platforms such as AutoTrader, Kelley Blue Book, and dealer websites, tools like Cox’s VIN Solution Predictive Insights with GenAI provide dealers with critical insights into trade-ins, preferred vehicles, and payment ranges. This allows dealerships to prioritize leads and engage shoppers with tailored messages that reflect their interests and budgets.
While consumers now expect retailers to anticipate their needs in the same way Amazon does, Vickery notes that transparency and personalization are at the core of those expectations.
“Great customer experience is just kind of a good thing to have. It’s the price of admission going forward.”
Further, Cox’s performance managers also play a key role by guiding dealers beyond the technical use of AI. Many come from retail backgrounds themselves, helping clients apply insights to strategy, KPIs, and processes. Success, Vickery emphasized, often depends on dealer culture and a willingness to embrace change.
He compared the industry’s current momentum with AI to the adoption of internet leads in the 1990s. Dealers initially resisted, but the tools ultimately transformed the way vehicles were sold. Therefore, Vickery believes AI is on a similar trajectory, clearing away the clutter so staff can focus on building stronger relationships with customers.
As technology advances rapidly, those who enhance the human touch with AI, rather than replace it, will position themselves best to build customer loyalty and increase profitability in the years to come.
