Shoppers are using AI tools to research vehicles before they reach a dealership website, and many stores are not set up to be found. Dealers who haven’t audited their sites for AI search risk losing visibility with in-market buyers. David Spisak, President and CEO of Disruptive Growth Solutions, joins us on today’s CBT Live segment to discuss how dealers should adjust their marketing for the age of AI search. Spisak also announced his new show for dealers, “Sorry to Disrupt You,” coming to CBT News.
According to Spisak, shoppers now turn to AI tools for advice before visiting a dealership website. They can also research and buy through platforms like ChatGPT and Instagram without visiting a dealer site at all. But since websites aren’t going away, Spisak says they should serve as an engine that feeds AI search.
He also asserts that many dealer sites lack the schemas and data connections needed to make their information visible to AI search. As a result, his team’s audits also find stores with multiple phone numbers, no inventory connection, and weak vehicle descriptions. These issues can lead AI agents to skip those stores.
Notably, Spisak closes today’s segment by announcing that he is bringing those insights to a new show on CBTNews.com. “Sorry to Disrupt You” is built around his newsletter at disruptiveintelligence.news. Each episode will focus on a single topic and end with actionable steps dealers can apply in their stores. Watch the first episode of “Sorry to Disrupt You” next month, exclusively on CBTnews.com.
